Lee and Wrangler to launch new joint denim store concept in Berlin
Kontoor Brands is to launch a new dual-branded denim store for Lee and Wrangler as part of a new retail concept that will aim to give customers the “ultimate denim experience”.
The first store will open in Berlin and will be followed by further openings in a range of cities across Europe.
Chris Waldeck, co-chief operating officer and global brand president of Lee, said: “Europe continues to be a key market for expansion for the Lee and Wrangler Brands. The new Lee and Wrangler dual-branded stores will create a powerful platform for our iconic denim brands to excite and engage our growing European consumer base.
“In the coming months, you can expect to see additional Lee and Wrangler stores in top retail destinations across Europe as we continue to introduce our brands’ iconic designs and unrivalled denim heritage to new audiences.”
The new shops will offer consumers an immersive experience and carry a dual fascia with separate windows and frontages for each brand.
At the Berlin store, consumers will find jeans from both brands merchandised by gender and fit in the store’s main area together with a range of apparel options. There will also be a specialised denim room housing a wider variety of denim on a seven-shelf stack.
The Berlin store will be situated on Tauntzienstrasse, a major shopping street in the City West area.