At the Berlin store, consumers will find jeans from both brands, marketed by gender and fit in the main section of the store, with a range of clothing options to complement the jeans. The customer journey then leads to a specialist denim room, housing a larger selection of denim on a seven-shelf stack. This, in turn, leads to the branded changing rooms, according to Kontoor Brands in a press release.
Lee and Wrangler of American clothing company Kontoor Brands have teamed up to open a denim store in Berlin. The dual-brand store offers consumers the ultimate denim experience, a retail concept that will continue to be rolled out in select markets across Europe. The stores will have a double facade with separate windows and fronts for each brand.
“Europe continues to be a key market for the expansion of the Lee and Wrangler brands. The new dual branded stores of Lee and Wrangler will create a powerful platform for our iconic denim brands to engage and engage our growing European consumer base,” he said Chris Waldeck, EVP, Co-Chief Operating Officer, Global Brand President, Lee. “In the coming months, you can expect to see more Lee and Wrangler stores in the best retail destinations across Europe as we continue to introduce our brands’ iconic designs and unrivaled denim heritage to new audiences.”
Traditional materials and imagery are used throughout the store to illustrate the brands’ distinctive personalities. This will feature a premium archive-driven feel for Lee Jeans, including a capsule section for the premium Lee 101 range. A bold, youthful style is used to evoke the spirit of Wrangler with a mix of vibrant red and indigo blue in the optics.
An overarching grey-blue concept unifies the design. This includes denim-look arches above the entrance to the store and the denim room. Innovative materials include the use of recycled denim at checkout. Designated shop windows always show the current campaigns of the respective brand.
The Berlin store opened on Tauntzienstraße, a large shopping street in City West. It has a floor area of c. 150 square meters and will be followed by a first introduction of openings in key, high-traffic shopping districts in a curated selection of European cities.
Fiber2Fashion Newsdesk (KD)