Arvind Limited has launched Arvind Denim Lab (ADL), a dedicated design, product development and innovation hub inside Denim City in Amsterdam, marking the Indian textile-to-retail group’s first physical design and product presence in Europe.

The facility is located within Denim City, a denim education, laboratory and retail centre in Amsterdam. The site will give Arvind strategic access to markets including the Netherlands, Germany, Scandinavia, France, Italy and Spain.

Arvind, which supplies brands including Levi’s and Gap, said the new hub is intended to strengthen its engagement with fashion brands across Europe by providing greater speed, flexibility and responsiveness to changing market needs.

New Hub Focuses on Denim Innovation

ADL will combine Arvind’s manufacturing capabilities with a focus on sustainability and product innovation. Services will include trend-led capsule collection development, co-creation workshops and wash development programmes.

The Amsterdam location will also feature an always-on showroom and sampling studio, allowing Arvind to support clients from the early stages of product development.

“The opening of ADL Amsterdam is part of our strategy to globalize our manufacturing and customer service footprint,” said Punit Lalbhai, vice chairman of Arvind Limited. He added that the company plans to expand its presence across Europe and the UK, with a focus on opportunities arising from recently concluded free trade agreements in those markets.

To support the initiative, Arvind recently appointed Imogen Nulty-Verstaeten as design director for the EU. She previously served as global director of the denim division at Scotch & Soda.

Karan Ojha, CEO of wovens and head of marketing COE at Arvind Limited, said Amsterdam’s position within Europe’s denim ecosystem makes it an ideal location for customer collaboration and product innovation.

Why It Matters

The Amsterdam hub gives Arvind a permanent physical presence closer to European fashion brands and markets. By combining design, sampling and product development in one location, the company aims to shorten the path from initial concepts to commercially successful denim collections.