Falmers bids for Hardcore Euro brand

Falmer Jeans is in negotiations to acquire the Hardcore brand under licence across Europe with a deal expected to go through in the near future.

The move is seen as an attempt to strengthen Falmer’s hold over the men’s jeanswear market. Falmer has an 8.3 per cent share by volume of the UK women’s jeans market, second only to Levi’s, which has 29.4 per cent, according to AC Nielsen.

Mitchell O’Brien, managing director at Dutyapply which currently holds the license, says: “Being the number-two women’s jeans label is a double-edged sword. The further you stride ahead in ladies jeans, the harder it is to establish your menswear business.”

The deal would see Falmer controlling the marketing and distribution for Hardcore across Europe.

Hardcore was founded in 1982 by the Pepe Group, which sold the brand at the end of the Eighties to Ireland-based Dutyapply.

Hardcore’s licence for footwear is held by Code UK, and The J&J Belt Company has the licence for its leather accessories.

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