Premium jeans wear brand Pepe Jeans is revamping its existing stores in India in sync with its global identity.
The new store layouts, a replica of the brand’s international stores, will showcase the most comprehensive and trendiest collection of denims and casual wear from Pepe Jeans with an interactive environment, thereby providing Indian shoppers a perfect gateway to an all new internationally driven experience of fashion. Kavindra Mishra, Chief Executive Officer, Pepe Jeans India, states, “We are renovating our existing stores keeping in mind the international formats. Pepe Jeans is among the top ten brands across all apparel segments in India. We are evolving along with the consumer; and are attempting to create a new identity in the process. We want to set a new benchmark of the ultimate global retail shopping experience.”
Launched in India in 1989, Pepe Jeans from London is today one of the most recognised denim brands primarily targeted at young consumers. Half of its business comprises denim whilst rest 50 percent is non-denim. It is distributed throughout the country via around 182 exclusive brand stores, 150 large format stores and over 800 multi-brand outlets. The brand’s exclusive store network is a mix of company owned stores as well as franchisee run stores. Many of its franchisees also act as distributors to MBOs. Adds Mishra, “The popularity of the brand has transcended onto the e-commerce platform as well; as we continue to be the preferred choice of young consumers.”
During FY 2013- 14, the company’s annual retail turnover was of Rs 500 Cr with apparel and accessories contributing 94% and 6% respectively to its total sales. As the brand continues to expand its nationwide retail footprints, it is as well looking to enter the kidswear category. As per reports, Pepe Jeans is all set to launch its kidswear range in 2015 in India.