At the Berlin store, consumers will find jeans from both brands sold by gender and matching category in the main store area, with a wide range of apparel options that complement the jeans. . The customer journey then leads to a specialized denim room, which houses more denim on a stack of seven shelves. This leads to fitting rooms, outfitted with the brand’s image, Kontoor Brands said in a media release.
Lee and Wrangler of American clothing company Kontoor Brands joined forces to open a denim store in Berlin. The dual-brand store offers consumers the ultimate denim experience, a retail concept that will be introduced further in select markets across Europe. The stores will carry a dual block with separate windows and facades for each brand.
“Europe continues to be an important market for expansion for the Lee and Wrangler Brands. The new Lee and Wrangler-branded stores will create a powerful platform for our iconic denim brands to excite and engage our growing European consumer base, ” Chris Waldeck, EVP, co-CEO, global brand president, Lee. “In the coming months, you can expect to see more Lee and Wrangler stores in leading retail destinations across Europe as we continue to showcase iconic designs and timeless denim heritage. brand song with new audiences.”
Throughout the store, heritage materials and images will be used to illustrate the distinctive personality of the brand. This will give Lee Jeans a premium storage-oriented feel, including a capsule area for the premium Lee 101 range. A bold, youthful style will be used to evoke the spirit of Wrangler with a mix of vivid reds and indigo blues in the image.
Meanwhile, the overarching gray and blue concept will unify the design. This will include denim look arches over store entrances and denim rooms. Innovative materials include the use of recycled denim on the cash register. Designated windows will always carry the current campaigns of each brand.
The Berlin store has opened on Tauntzienstrasse, a major shopping street in the West of the City. It has a footprint of c. 150 square meters and will be followed by the first sale in key shopping malls with heavy traffic in select European cities.
Fiber2 Fashion News Desk (KD)
