Denim Nation Group Ltd (DNG Ltd) was formed by Luke Conod and his parents in 2001 when JEANS STATION and the SCHOOLWEAR CENTRE in Hereford were purchased. The company is working to meet the challenging requirements of today's retail environment through wholesale, mail order, the internet, concessions and its jeans and School Uniform Shops. From the service centre in Hereford, customers are offered the UK's most popular brands of clothing at unrivalled prices, with unparalleled service.
DNG Ltd is first and foremost customer focused, offering excellent value and high levels of service.
We intend to expand our customer service centre in Hereford further, to improve our customer service and enable us to deal with the increasing volumes of orders.
2011
- Opened new Wrangler and Lee concessions at Boundary Mill Stores in Grantham and Walsall.
- Opened new Lee Jeans concessions at Boundary Mill Colne and Shiremor.
- Opened a new Wrangler and Lee Jeans outlet at Belleek Outlet Shopping in Northern Ireland.
- Launched the annual Face of Fit competition. For the two lucky winners who are the perfect fit, there was a fabulous prize package - not only are they the face of FIT's online and in-store marketing for autumn and winter 2011, they will also star in a professional photoshoot.
- Launched our first ever Buy Jeans catalogue which we sent to over 70,000 of our customers in April, September and November in the final addition using our Face of Fit Models fro the front and Back covers.
2010
- Relaunched our Buy Jeans, School Uniform Shop and FIT Online websites with a new fresh modern appearance including easier to use menus and search features as well as better imagery.
- Added Banner and Beau Brummell branded school uniform to the School Uniform Shop website to increase the brands and product range available to our customers.
- Launched our School Uniform Shop to raise £10,000 challenge to build a School in Nepal.
- Opened a Stationery Shop in our School Uniform Shop High Street store in Hereford and also on line at www.schooluniformshop.co.uk.
- Opened the only official Hereford United Football Club Shop at our FIT Store in Hereford. The "Bulls Shop @ FIT" is the only high street store where customers are able to purchase the full range of Hereford United kit and merchandise.
- Opened new Wrangler concessions at Boundary Mill Stores in Colne and Shiremoor. Boundary Mill Stores is the largest quality mill store of its kind in the UK. Founded in 1983, their philosophy is to offer customers quality branded goods at discount prices up to 75% off rrp.
- We have expanded further our Warehouse facility in Hereford to be able to hold increased levels of stock for both the new Boundary concessions a well as the new School Uniform Brands.
2009
- Launched FIT Online website offering branded fashion from designer labels. The FIT Online Fashion Store is your one stop shop for all of your designer label. For FIT Girls we a diverse range of clothing, such as Superdry, G-Star Tops, G-Star Bottoms, Gio Goi, Miss Sixty, Killah, Bench, Levi's, Traffic People, Chilli Pepper, Lee, Pepe & Wrangler. For FIT Guys we also have an impressive range, such as Firetrap, Energie, Levi's, Bench, Peter Werth, Duck and Cover, DrunknMunky, Lee, Scotch & Soda, Ben Sherman & Wrangler.
- Launched School Uniform Shop Direct website offering bespoke school uniform to public and private schools across the country.
- Opened FIT, a branded Fashion Store in Hereford. FIT has an eclectic mix of high fashion, designer pieces and A-list inspired outfits. Aimed primarily at 16-34 year olds, FIT aims to deliver the latest high street trends with a range suiting all budgets.
- Opened our new purpose built Head Office and Call Centre in the Heart of the City of Hereford.
- Opened new Jeanswear outlets in The Mill @ Batley and Derrys Department Store in Plymouth.
- Refitted and expanded our customer service and pick, pack and despatch centre in Herefordshire to create a dedicated facility for School Uniform Shop order fulfilment.
- Enlarged our School Uniform Shop in the Heart of the City of Hereford to enable us to stock uniform for the ever increasing number of schools wishing to take advantage of our service.
2008
- Our School Uniform Shop in Hereford moved to a new purpose built shop offering two air conditioned floors of School Uniform and Sportswear for children aged 2 to 18 across the three counties.
- Relaunched our Buy Jeans, School Uniform Shop and Denim Nation websites with a new fresh modern appearance including easier to use menus and search features as well as better imagery.
- Opened new School Uniform Shops at Tweed Mill in St Asaph, Robbs Department Store in Hexam and Lewis's Department Store in Liverpool.
- Opened new jeans outlets at Alexandra Mills in West Yorkshire, Robbs Department Store in Hexam and Lewis's Department Store in Liverpool.
- Expanded our customer service and distribution centre in Herefordshire to manage the increasing volume of online sales.
2007
- Opened new outlets within Joplins Department Store Sunderland, Lewis's Department Store Liverpool and Rob's Department Store Hexam.
- Opened our new customer service and distribution centre in Herefordshire.
- Launched a Bespoke School Uniform service, supplying school uniform tailored to schools' individual requirements.
- Enhanced our internal recycling procedures. We now recycle 98% of cardboard and 94% of paper, and are continuing to improve this. All confidential paperwork is securely destroyed by an environmentally friendly local company, Enviroshred. 100% of clothing and other products that cannot be sold or returned to our suppliers are donated to small independent charities. All printer toner cartridges are recycled and refilled by Cartridge World.
2006
- Relaunched the Buy Jeans website with considerably enhanced back-end facilities to allow us to further improve our customer service and efficiency.
- Launched new School Uniform Shop website offering quality schoolwear products from Trutex (using the same new back-end systems as Buy Jeans).
- Opened new factory outlets in Dover and Leicestershire.
- Combined the King Size website products onto the Buy Jeans website.
2005
- Launched this Denim Nation website to provide company background information to interested parties.
- Refurbished the Hereford store including new shop front.
- Expanded our customer service centre in Hereford to allow us to better manage increasing online sales.
- Opened a new School Uniform Shop in Ross on Wye.
2004
- Total refurbishment of the School Uniform Shop to accommodate the increase in sales of school wear.
2003
- Launched the King Size website offering jeans and selected outerwear for the larger man (shopping can be a frustrating experience when you don't fit into the "normal" size zones).
- Developed new offices and service centre to better manage the increasing volume of online sales.
2002
- Acquired four retail shops within factory outlets in Chester, Ross-On-Wye, Leeds and Nottingham, supplying Levi's®, Wrangler, Lee, Diesel and our own budget range of Jeans.
- Rebranded Jeans Station in Hereford to Jeans Nation and The Schoolwear Centre in Hereford to School Uniform Shop.
2001
- Purchased and refitted Jeans Station and The Schoolwear Centre in Hereford.
- Launched the Buy Jeans website, offering a range of quality brand jeans and related products at competitive prices.
