According to Lee and Wrangler, the dual-branded retail concept has been created to provide customers with ‘the ultimate denim experience’ through a carefully curated retail space that brings to life the unique features of each brand.
The store, which is over 1,600 square feet in size and is situated on Tauntzienstrasse, a popular shopping street in Berlin, has individual windows and frontages for each company, and will always display each brand’s most recent advertising campaigns.
This is accentuated by Lee Jeans with ‘a luxury archive-driven aesthetic’, according to the brand, which also includes a capsule section for its exclusive Lee 101 line.
While a ‘bold, youthful aesthetic’ has been employed to capture the essence of Wrangler, the visuals combine a combination of brilliant red and indigo blue.
In the store’s main area, customers will be able to find jeans from both companies merchandised by gender and fit categories, along with a variety of clothing options that pair well with the jeans.
The store also has fitted rooms aligning the company brand image and a dedicated denim room that displays a larger selection of denim on a seven-shelf stack.
Lee and Wrangler also stated that other stores will be opened in Europe after the launch of this retail model, with the brands focusing on ‘high-traffic shopping districts’ in specific European towns.
Chris Waldeck, Executive Vice President, Co-Chief Operating Officer, and global brand president at Lee, said in a statement “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 the customers and as we continue to present our brand’s classic designs and unmatched denim legacy to new audiences, you can expect to see additional Lee and Wrangler locations in key retail destinations across Europe in the coming months.”
