Kontoor Brands will launch a new dual-brand denim store for Lee and Wrangler as part of a new retail concept that will aim to provide customers with “the ultimate denim experience”.
The first store will open in Berlin and will be followed by other openings in several European cities.
Chris Waldeck, Lee’s Co-COO and President of Global Brand, said, “Europe continues to be a key market for the expansion of the Lee and Wrangler brands. The new Lee and Wrangler dual-brand 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 new Lee and Wrangler stores in key retail destinations across Europe, as we continue to showcase our brands’ iconic designs and unrivaled heritage. denim to new audiences.”
The new stores will offer consumers an immersive experience and will feature a double facade with separate storefronts and facades for each brand.
At the Berlin store, consumers will find jeans from both brands marketed by gender and fit in the main store area, as well as a range of clothing options. There will also be a denim specialty room housing a wider variety of denim on a stack of seven shelves.
The Berlin store will be located on Tauntzienstrasse, a major shopping street in the City West district.
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