Sweden’s Nudie Jeans will open a new ‘Repair Shop’ in Manchester’s Northern Quarter in late April with the brand saying it will “provide a unique space dedicated to premium denim, expert repair services, and sustainable fashion practices”.

As well as its online ops, the company is now also heavily focused on physical stores “as key touchpoints for connecting with customers” and “believes these in-person interactions are essential for building a community that shares its values of sustainability and quality craftsmanship”.

And it’s also focused on sustainability with its Repair Shop concept being about than just selling new products, as the name more-than-suggests.

Such locations are meant to be “hubs for circularity. Customers can bring in their Nudie Jeans for free repairs, ensuring the longevity of their favourite denim pieces”. Additionally, the stores sell Re-Use jeans—pre-owned denim brought in by customers who, in return, receive 20% off a new pair.

Nudie said it’s continuing to see “significant online growth, with 2024 marking its best year yet” but with shipping of online items posing a major challenge sustainability challenge, it has implemented an omnichannel solution with its stores becoming local distribution hubs. This minimises its reliance of air freight for online orders.

Having physical stores also reduces returns as customers are able to try on items before they buy. 

It added that the UK is one of its “largest and most important markets” and it sees a “significant opportunity to expand its repair services and omnichannel approach in the region”.

And Manchester “has long been a source of inspiration” for the brand. It said “the city’s industrial heritage draws strong parallels to Gothenburg, the company’s hometown, while its vibrant music scene has been a cultural touchstone. Home to legendary bands such as The Stone Roses, Oasis, The Smiths, Joy Division, and New Order, Manchester’s creative energy aligns perfectly with Nudie Jeans’ ethos”.

The company’s most recent opening was in Hamburg, Germany, last spring.