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Nudie Jeans Doubles Down on Physical and Digital Retail Presence

Denim brands are challenged to strike the perfect balance between their e-commerce and brick-and-mortar divisions—and Nudie Jeans may have just discovered it.

The Swedish brand is doubling down on both with a new and improved website now live in 54 global markets and a London flagship launching soon.

Since 2015, the sustainable denim brand has worked with e-commerce platform Centra to drive sales through its online flagship and wholesale sites, which now bring in 72 percent of its revenue—23 percent of which comes from its online flagship store and 49 percent of which stems from the digital wholesale channel.

“Through our cooperation with Centra we’ve managed to build a site that is globally scalable and communicates who we are and what we stand for,” Nudie Jeans COO Finn Stenberg said.

The website, designed by Gothenburg, Sweden-based agency Aino, uses a blend of bright and neutral colors to tell the brand’s story. Without leaving the homepage, visitors are educated on Nudie Jeans’ sustainability practices, shown where they can find repair shops and introduced to the newest garments.

The flashy new site complements the launch of the London flagship, located on Monmouth Street in Seven Dials, an area brimming with shopping and entertainment.

This news comes on the heels of a report detailing how brick-and-mortar stores fail denim shoppers. According to the report, improper inventory is the main issue that prevents shoppers from finding success in store.

But with continuous dedication to its digital and physical presence, Nudie Jeans strives to sidestep these obstacles and set the standard for other brands looking to find success in all sides of their business.

“One of the keys to our success is that we constantly work to improve and innovate ourselves in every part of our business and organization—from quality, durability, sustainability and design, to always being at the forefront of new technology that helps us grow and show other brands how a commercial business model can be combined with a strategy focused on sustainability,” Stenberg said.