“Our perfect fit is the result of a long development process”

As the owner of a fashion agency, Erik de Groot was regularly asked by customers whether he knew a good brand for jeans in larger sizes. For a long time he failed to answer them, until in 2016 he decided to go for it himself. In that year, the entrepreneur started BF Jeans: a women’s jeans label that distinguishes itself thanks to the ideal fit.

BF Jeans started out as a plus size brand, and the demand for more sizes quickly grew. They came; the collection is now available in sizes 36 to 52. The time has come for De Groot to focus on new things, so he is looking for a new owner for BF Jeans. “It has to be someone with a passion for jeans, who believes in the potential of the brand. If that goes well, I can promise: the sky is the limit.”

Years of development process

“Many women who put on BF Jeans trousers for the first time are amazed by the good fit. I regularly hear from customers: ‘That this exists in a larger size!’, says De Groot. Figuring out that perfect fit required a considerable development process. “It was not the case that the first pair of trousers was immediately hit. When we started, we first made a wish list of attributes that the perfect pants should have. Before that, we looked at models that were already on the market. Then we wrote down all the facets that we thought were good. Later we brought them together. This resulted in trousers with a unique fit.”

What makes that fit so unique? “First of all, the pants are slightly higher at the back. From the front, the pants just go down a bit.” The position of the back pockets also contributes to the comfortable and flattering fit. “It creates a kind of lift-up effect.”

The choice of materials also contributes to this exceptional fit. “We work together with ISKO™; they produce the Rolls Royce of denim fabrics. They offer premium quality fabrics to major denim brands on the world stage.” By working with high-quality material, BF Jeans jeans often last for years. Where regular jeans wear out quickly, the stretch in patented ISKO™ denim ensures a longer lifespan. Customers are pleased with this: “We receive relatively few returns. On the other hand, BF Jeans does not have the cheapest pants. Retail prices are between 89 and 129 euros. You will not find jeans for 49 euros with us.”

Slow fashion to enjoy for years to come

In addition to quality, sustainability is an important pillar. “BF Jeans stands for slow fashion. We release two collections a year, with occasional seasonal items. The most important thing for us is to create a beautiful, functional and high-quality product that customers feel comfortable and confident in,” says De Groot.

BF Jeans started with three models: the regular, slim and skinny fit. These still form the backbone of the collection, says De Groot. “We release one or two trend fits per season, such as the flared or straight loose. Because the models are not subject to trends, women who buy from us can enjoy their pants for years.”

‘The new buyer gets a ready-to-cook concept’

Now De Groot is looking for a buyer for the company that he has built up with a lot of attention and love in recent years. “The concept is and is – so to speak – ready to cook. If someone is interested, they will board a moving train.”

“It took five years to get to where we are now, but the concept is relatively simple,” continues De Groot. “The collection largely consists of timeless models that we occasionally release in new fabrics. When we notice a trend that suits us, we do something about it; otherwise not.” The team that the current owner works with consists of a number of freelancers, including a designer, product developer and production agent.

De Groot sees many opportunities ahead for the new owner of BF Jeans. “Before the pandemic, we were on the verge of breaking through, also abroad. We had two agents in Germany and sold to some reputable clients there. Unfortunately, that has not been able to develop further because of corona.”

De Groot notices that foreign customers are very enthusiastic about the Amsterdam roots of the jeans label. “We are a Dutch brand and Amsterdam is mentioned in our logo. That gives the label allure and arouses interest from international customers.”

The entrepreneur also has good expectations for the Dutch market: “There are a number of physical sales points, but we are concentrating more and more on online. Our own webshop is doing well and is an important revenue generator. We also work with VD.nl, Bol.com and Maison365. The latter is an extremely fast-growing supplier of clothing boxes. I see a lot of potential for the company when it comes to the number of points of sale and expansion to various web stores. The factory, newly opened this year, where the jeans are made in a sustainable way, has an enormous capacity, so production possibilities are good.”

Read more about BF Jeans on the brand page: fashionunited.com/companies/bf-jeans

Source: fashionunited.nl by fashionunited.nl.

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