Nudie Jeans Set to Open First Paris Store, Doubling as Community and Repair Hub

PARIS — Swedish cult brand Nudie Jeans is set to open its first store in Paris this April, as the company accelerates its direct-to-consumer expansion following a strategic retreat from wholesale. Last year the Gothenburg-based brand opened seven new stores globally, shuttering larger flagships in favor of smaller, more financially viable retail spaces it calls “denim kiosks.” The move marks a pivot after years of wholesale-driven growth that diluted pricing control and brand positioning. More from WWD “ ...