The US clothing group Kontoor Brands Inc. opens the first joint store of its two jeans brands Wrangler and Lee in Berlin. The new store concept should offer “the ultimate denim experience” and will also be used in other European markets in the future, the company announced on Tuesday.
It celebrates its premiere on Berlin’s Tauentzienstraße shopping street. There, Wrangler and Lee will be offering their products together for the first time in an area of 150 square meters. The furnishing concept, which is kept in shades of blue and gray and also includes elements made of recycled denim, aims to create a uniform backdrop for both brands and to clarify their common tradition, explained the parent company.
Chris Waldeck, Kontoor Brands Co-Chief Operating Officer (COO) and Lee Global Brand President, explained the strategic rationale behind the new store concept: “Europe continues to be a key market for Lee and Wrangler’s expansion. The new Lee and Wrangler dual-brand stores will create a strong platform for our unique denim labels to delight and energize our growing European clientele,” he said in a statement.
Plans are now to roll out the concept in other markets: “In the coming months we will be opening further joint Lee and Wrangler stores in the most important retail locations in Europe in order to present the unique designs and the incomparable denim heritage of our brands to a new audience ‘ Waldeck announced.
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