At the Berlin store, consumers will find jeans from both brands merchandised by gender and fit categories in the store’s main area, with a range of apparel options complementing the jeans. The customer journey then leads to a specialised denim room, which houses a wider variety of denim on a seven-shelf stack. This in turn leads to the fitting rooms, kitted out with brand imagery, Kontoor Brands said in a media release.
American clothing company Kontoor Brands’ Lee and Wrangler have joined forces to launch a denim store in Berlin. The dual-branded store offers consumers the ultimate denim experience, a retail concept that will be further introduced in select markets across Europe. The stores will carry a dual fascia with separate windows and frontages for each brand.
“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,” said Chris Waldeck, EVP, co-chief operating officer, global brand president, Lee. “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.”
Throughout the store, heritage materials and imagery will be used to illustrate the brands’ distinct personalities. This will feature a premium archive-driven feel for Lee Jeans, 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 mixture of vivid red and indigo blues in the visuals.
Meanwhile, an overarching grey and blue concept will unify the design. This will include denim-look arches across the entrance to the store and the denim room. Innovative materials include the use of recycled denim on the cash register. Designated windows will always carry each brand’s current campaigns.
The Berlin store opened on the Tauntzienstrasse, a major shopping street in the City West area. It has a footprint of c. 150 square metres and will be followed by an initial roll out of openings at key high-traffic shopping districts in a curated selection of European cities.
Fibre2Fashion News Desk (KD)