Koningsplein in the heart of Amsterdam’s city centre will offer a home to the Blue Blood International HQ. This is where the offices of design, marketing, sales and retail are positioned. A second design office is set up in New York. Blue Blood stays true to its original and strong identity. Creative direction and marketing & PR will be managed by the trademark owner and will stay true to the brand’s proposition. Tactically positioned between established luxury fashion houses (at the top end of its product offer and price range) popular lifestyle labels (at the lower end) its proposition is clear: superior product and style, with a strong personality and an aspirational lifestyle. As for denim, Blue Blood is recognized as one of the market’s leading super-premium brands. Blue Blood combines traditional craftsmanship with a remarkable and outspoken style. A new company was founded under the name of Blue Blood International. Blue Blood International has a license agreement with the Blue Blood trademark owners. The owners of Blue Blood International have a background in retail, wholesale and licensing. They have a well-set record of 20 years of retail and 10 years of wholesale and licensing experience. The strength of the new founded company and its owners is a strong and stabile back office. The experience will help Blue Blood grow in the areas of distribution, finance, warehousing, logistics and customer service.