DEN STORE

What DEN STORE does

DeN Store, the trading name of DeN - Firenze Tessile S.r.l., is an Italian multi-brand fashion e-commerce retailer headquartered in Prato, a major textile center in Tuscany. The company sells branded denim and contemporary apparel for men and women across categories including jeans, T-shirts, shorts, jackets, blazers, shirts, dresses, knitwear, sweatshirts, skirts, pants, and bags/accessories. Its catalog aggregates more than 16 third-party fashion brands, including internationally recognized labels such as Von Dutch, GAS, Italian Army, Fred Mello, Gaudi, Eddy Wood, Variety, and Wodemaya, positioning DeN Store as a curated multi-brand destination rather than a single-label retailer.

The company runs a direct-to-consumer go-to-market combining a proprietary online storefront (denstore.com, built on the PrestaShop e-commerce platform with a PHP backend, cookie-consent management, and standard web analytics) with company-operated physical retail stores in Italy. Product pricing sits in the mid-market range — T-shirts roughly €18.90-€29.90, jeans €49.90-€82.90, and jackets/blazers up to €99.95 — with free shipping in Italy for orders over €29. Supporting services include the DeN Card loyalty program, DeN Gift gift cards, an outlet section for clearance merchandise, and a 'Love Your Jeans' denim care guide.

The business model is one-time unit-pricing retail e-commerce plus physical store sales to Italian consumers. Revenue mechanics are entirely transactional, with no subscription, licensing, or marketplace-take-rate component disclosed. The company markets through organic social channels (Facebook, Twitter, YouTube, Instagram) and email newsletter, operates with approximately 43 employees, has no disclosed funding rounds, no parent company, no M&A activity, no mobile app, and no public APIs or AI features. The operating geography is Europe with an effectively Italy-only distribution footprint.

Name

DEN STORE

Legal name

DeN - Firenze Tessile S.r.l.

Website

https://denstore.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

DeN Store (DeN - Firenze Tessile S.r.l.) is an Italian multi-brand fashion e-commerce retailer headquartered in Prato, selling branded denim and contemporary apparel for men and women through its online store (denstore.com) and physical retail locations across Italy.

Ownership category

akta.pro rank

Product category

Apparel Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro industry

PRIMARYCRAGACAB

Mid-Tier Department Stores (Apparel-Led)

Consumer Products & Retail/General Merchandise & Department Stores/Mid-Tier Department Stores

SECONDARYCRAGADAE

Luxury Accessories & Leather Goods Department Stores

Consumer Products & Retail/General Merchandise & Department Stores/Luxury & Premium Department Stores

Keywords

• Fashion e-commerce
• Denim apparel retail
• Multi-brand clothing
• Italian fashion retail
• Casual wear online

Headquarters

HQ city

Prato

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail e-commerce sales: DeN Store generates revenue through direct online retail sales of fashion apparel and denim products to consumers. The company sells multiple branded clothing items including jeans, t-shirts, shorts, jackets, dresses, and accessories for men and women through their e-commerce platform and physical stores. They also operate an outlet section for discounted merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

DeN Store is an Italian multi-brand fashion retailer selling branded denim and contemporary apparel for men and women through its own e-commerce website (denstore.com) and physical retail stores in Italy. The assortment spans 16+ fashion brands (including VON DUTCH, GAS, GAUDI, ITALIAN ARMY, FRED MELLO, EDDY WOOD, VARIETY, TRENDY ING, and others) across categories such as jeans, t-shirts, shorts, jackets, dresses, knitwear, shirts, pants, and accessories, complemented by an outlet section for discounted merchandise. Customer-facing services include the DeN Card loyalty program, DeN Gift gift cards, and a "Love Your Jeans" denim care guide, with free shipping in Italy on orders over €29.

Product overview

DEN STORE (DeN - Firenze Tessile S.r.l.) is an Italian fashion e-commerce retailer operating as a multi-brand online store. The product portfolio includes women's clothing (T-shirts, Bags & Accessories, Shorts, Jeans, Sweatshirts, Skirts, Tops, Jackets, Pants, Dresses, Shirts, Knitwear) and men's clothing (Jeans, Shorts, Pants, T-shirts, Shirts, Jackets, Knitwear, Sweatshirts) across multiple branded collections. The store also features an outlet section for discounted items. Product offerings span various brands including VARIETY, VON DUTCH, GAS, GAUDI, EDDY WOOD, ITALIAN ARMY, FRED MELLO, and TRENDY ING. Additional services include the DeN Card loyalty program, DeN Gift cards, and the Love Your Jeans care guide for denim maintenance. The platform is built on PrestaShop e-commerce technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Apparel
• Men's Apparel
• Outlet / Discounted Fashion
• DeN Card Loyalty Program
• DeN Gift Cards

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Multiple Fashion Brands PortfoliocoreOthersDeN Store carries products from 16+ fashion brands including 2SPECIAL, CENSURED, EDDY WOOD, FRED MELLO, GAS, GAUDI, ITALIAN ARMY, MAISON ESPIN, MIMI-MUA, ORIGINS&CO, PIRATES, SWEET YEARS, VARIETY, VON DUTCH, WODEMAYA, YES-ZEE, and TRENDY ING. These are brands whose products are sold through the DeN Store platform.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• ASOS: Global multi-brand fashion e-tailer covering denim, casualwear and contemporary apparel across both genders — same curated multi-brand proposition with an outlet-style section that competes for the same mid-tier Italian shopper.
• Zalando: Pan-European multi-brand fashion e-commerce platform selling jeans, t-shirts, jackets and accessories across men's and women's categories — directly comparable assortment, customer segment, and digital-first model to DeN Store.
• About You: European multi-brand fashion e-commerce retailer with strong Italian presence, offering jeans, jackets, and casualwear across multiple third-party brands at mid-tier prices — directly overlaps DeN Store's customer and category mix.
• United Colors of Benetton: Italian multi-brand fashion group with both owned-brand apparel (denim-heavy) and e-commerce + physical retail — comparable omnichannel, mid-tier denim positioning, and Italian heritage.
• Brandy Melville: Italian-origin casual fashion brand with strong denim offering, sold direct-to-consumer online and through branded stores — overlaps DeN Store on style, target demographic, and Italy-based operations.
• Mytheresa (formerly YNAP / Yoox): Italian-rooted multi-brand luxury and contemporary fashion e-tailer (built on the Yoox platform) selling denim, jackets and apparel from recognized designer brands — same multi-brand online model anchored in Italy.
• Tezenis (Calzedonia Group): Italian fashion basics and casualwear retailer (part of Calzedonia Group) operating e-commerce and physical stores in Italy with comparable mid-tier pricing and denim-led assortment.

Broad incumbents

• H&M: Mass-market fashion retailer with broad multi-brand positioning (H&M, & Other Stories, COS), strong e-commerce and large store footprint — competes for the same Italian mid-market apparel shopper but at much greater scale.
• Amazon Italy (Fashion): General marketplace with a substantial fashion category in Italy covering jeans, t-shirts, jackets and accessories — competes for the same Italian online fashion shopper with broader assortment and faster fulfillment.

Regional players

• Intimissimi (Calzedonia Group): Italian fashion retailer with e-commerce and physical stores offering apparel and accessories at accessible price points — comparable Italian omnichannel retailer in adjacent apparel categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DeNstore_
• YouTubeyoutube.com/user/denstorechannel
• Facebookfacebook.com/denstore1
• Instagraminstagram.com/den_store
• LinkedInlinkedin.com/company/den-store

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DEN STORE