British denim brand Pepe Jeans has forged a partnership with Dollar Industries, placed amongst the top three hosiery labels in India, to enter the innerwear segment. Both the companies will together produce and market a premium range of fashion innerwear, loungewear, gym wear, sleepwear and tracksuits for adults and kids.
Dollar Industries enjoys a 15 per cent market share in the branded hosiery segment in India which will consequently help Pepe Jeans to increase its reach in the country.
The goods produced under the partnership will also be sold in Sri Lanka, Nepal, Bhutan and Bangladesh with a Pepe Jeans London label. Both the partners will share 50 per cent stake in the joint initiative. This venture will also bring Foreign Direct Investment (FDI) into the Indian textile and apparel sector. Pepe and Dollar will reportedly invest around Rs. 200 crores in the coming five years for the project.
“Our partnership with Dollar Industries will help us manufacture as well as help in distribution of innerwear. With our strong brand name and Dollar Industries industry expertise will take both the brands to greater heights,” reportedly said Kavindra Mishra, MD, Pepe Jeans India.
Pepe Jeans has been setting new benchmarks in the Indian market with its growth story since its entry 1989. It launched kids wear range in India in 2015. The product category continues to be a key growth driver for the brand nationally.
The upcoming innerwear is also expected to bring good business for Pepe Jeans.
