The US clothing group Kontoor Brands Inc. continues to rely on joint stores for its two denim labels Wrangler and Lee. After the first openings in Berlin and Cologne, the company has now brought the new concept to the Netherlands. In the Kalverstraat shopping street in the center of Amsterdam, the two traditional brands have been offering their products under one roof for a few days.
The aim of the format is to create an “ultimate denim experience” for customers, explained the clothing supplier and announced further new openings. Europe remains a “key market” for Wrangler and Lee’s expansion, said Chris Waldeck, EVP, co-chief operating officer, at Kontoor Brands and Lee’s global brand president. Further openings of the two-brand concept in “leading retail locations throughout Europe” are therefore already planned for the coming months, explained Waldeck in a statement.