Dutch brand Ten Cate is making its Moda debut this season with a new managing director and plan of action to grow the brand internationally.
Jeroen van Douveren joined the company in January and has since developed a strategy to expand its wholesale and retail arms.
The brand has repositioned its diverse range of basics, shapewear, lingerie, premium cotton underwear, sportswear and thermo wear for the new season with a revitalised product offering and is set to launch a younger fashion collection later this year.
Ten Cate will also launch a new website in November, enabling both brands and retailers to buy and reserve stock online.
The heritage label, which launched more than 60 years ago, is mainly stocked in lingerie specialist stores in North West Europe, including The Netherlands, Belgium and Denmark, and now aims to expand its distribution in local high street stores, as well as department stores and independents in the UK and beyond.
Ten Cate is currently stocked in Roman Originals in the UK and will launch at Debenhams at the end of this month.
“Debenhams will carry our women’s lingerie and underwear lines on its website, with a view to stock men’s underwear and childrenswear further down the line,” said van Douveren.
Moda is taking place at the Birmingham NEC from today until Tuesday evening.