Two Iconic Brands, One Iconic Store

Once upon a time. Two leading iconic names of the denim world wanted to establish a closer relationship with their consumers and to establish better communication. For this, they decided to join forces and meet at a single point. A place where they can amaze consumers and create a World full of wonders…
The two protagonists of the story in the paragraph you just read are Lee and Wrangler. Yes, you didn’t misread. Two of the leading names in the denim world are now rolling up their sleeves to offer a great consumer experience in one spot. Lee and Wrangler, owned by Kontoor Brands, have teamed up to open their first joint denim store in Berlin as part of its continued strategic expansion in Europe. The dual-branded retail concept has been designed to offer consumers “the ultimate denim experience,” explains Lee and Wrangler, with an immersive curated retail  environment that “brings to life the unique characteristics of each brand”.

The store, located on the Tauntzienstrasse, a major shopping street in Berlin, spans over 1,600 square feet and carries a dual fascia with separate windows and frontages for each brand, which will always carry each brand’s current campaigns. Consumers will be able to 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 store also includes a specialized denim room, which houses a wider variety of denim on a seven-shelf stack, and fitted rooms kitted out with brand imagery. Lee and Wrangler added that this debut retail concept will be followed with further stores in
Europe, with the brands targeting “high-traffic shopping districts select European cities