Lee and Wrangler Denim Store Berlin

Lee and Wrangler Jeans are jointly opening a denim store in Berlin. The new two-brand store will offer consumers the ultimate denim experience, a retail concept that will be rolled out further in selected markets across Europe.

"Europe continues to be a key market for the expansion of the Lee and Wrangler brands. The new Lee- and Wrangler dual brand stores will create a strong platform for our iconic denim brands to excite and engage our growing European consumer base," said Chris Waldeck, EVP, Co-Chief Operating Officer, Global Brand President, Lee. "In the coming months, we will open additional Lee- and Wrangler stores in key European retail regions to introduce our brands' iconic designs and unmatched denim heritage to new audiences."

The expertly designed retail locations will offer consumers an immersive experience with products from both brands, allowing them to connect with Wrangler and Lee in a curated retail environment that brings each brand's unique characteristics to life. The stores will feature a double storefront with separate windows and facades for each brand, unified by a design concept that highlights the two brands' 200-plus years of denim heritage.

The concept focuses on the brands' commitment to creating an unparalleled denim destination. The products of the two iconic heritage brands are offered, providing customers with high quality collections and fit expertise.

In the Berlin store, customers will find jeans from both brands sorted by gender and fit categories in the main area of the store, along with a range of apparel options that complement the jeans. The customer's path then leads to a dedicated denim room, where a wider selection of denim is offered on seven racks. This in turn leads to the fitting rooms, which are equipped with brand images.

Throughout the store, historical materials and images will be used to highlight the different personalities of the brands. Lee Jeans will feature a high-end archive, including an area for the premium Lee 101 collection. A bold, youthful style will reflect the spirit of Wrangler with a mix of vibrant red and indigo blue imagery.

At the same time, the design is unified by an overarching concept in gray and blue. This includes the denim-look arches at the entrance to the store and in the Denim Room. Innovative materials include the use of recycled denim at the checkout.

The shop windows will always display the current campaigns of the respective brand.

The Berlin store was opened on Tauntzienstrasse, a major shopping street in City West. It has a floor area of approximately 150 m² and will be opened in selected European cities in key, high-traffic shopping districts in an initial phase.

Lee and Wrangler Jeans are brands of Kontoor Brands. 

About Lee
The heritage denim brand Lee® has a history of over 130 years and is considered one of the founding fathers of the modern denim movement. As one of the world's first denim brands, it has never let its rich history get it down. Instead, with its innovative spirit and respect for tradition, it has continued to shape trends by transforming workwear into something completely new and modern.

About Wrangler
Wrangler®, a Kontoor Brands (NYSE: KTB) brand, has been an icon of authentic American style for 75 years. With a rich heritage rooted in the Western lifestyle, Wrangler is committed to providing premium quality and timeless design. The collections for men, women and Kids look and feel great, inspiring all who wear them to be strong and ready for everyday life. Wrangler is available in retail stores around the world, including flagship stores in Denver and Dallas, department stores, mass merchandisers, specialty stores, top Western outfitters and online.