Wrangler Jeans has opened its first stand-alone store in Europe, a 1,500-square-foot monobrand shop in Leipzig, Germany, and plans to roll out the concept to major cities throughout Europe in the next few years.
Germany is Wrangler’s biggest market outside the U.S., Wrangler International president Frans van Zeeland pointed out: “It has the biggest economy and our brand equity is very strong here.” As for kicking off in Leipzig, he told WWD, “We wanted to start with our first store in a city that is not the biggest city but is representative of the German market. Leipzig is…quite modern, up-and-coming, and there are lots of young people and lots of denim activity here.”
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