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We are a complete denimwear brand - MD, Pepe Jeans
Sep '09
Mr Chetan Shah, MD, Pepe Jeans India
Mr Chetan Shah, MD, Pepe Jeans India
Pepe Jeans India plans to open 50 more outlets across India on a franchisee basis, which includes Tier II and Tier III towns and cities in the next 12 months in a bid to increase and strengthen its market presence, for which the brand has earmarked Rs 500 million, revealed Mr Chetan Shah, Managing Director of PJL Clothing (I) Ltd, the company which manages the brand in India.

While speaking exclusively to Fibre2fashion, Mr Shah shared details on the days from when Pepe Jeans stepped into India. He said, “Pepe Jeans London, entered the Indian market in 1989 and today is the No.1 international premium denim brand in India.

In the early period, there were no sprawling malls, there were no exclusive brand retail outlets, retailers were not updated of the international way to sell a pair of jeans, the infrastructure was poor etc and there were a lot of problems that Pepe Jeans had to deal to make the brand a success in India”.

He continued, “Pepe Jeans took off as a jeans brand in India. The brand extended its product offerings and grew into a complete denim wear brand with denim jackets, shirts etc along with its line of jeans. Gradually Pepe introduced an array of kints, wovens, denim bottoms, fashion denims, non-denim and accessories under its umbrella and today, Pepe is the only international brand to offer complete casual wear solutions for men and women”.

“Pepe Jeans is an absolute casual wear brand and sells everything one would associate with casual wear like casual cotton shirts, denim shirts, light-weight jeans, t-shirts, shirts, jackets cotton casual pants and accessories, thus Pepe Jeans London has transcended from a jeans brand to a complete lifestyle brand today and currently commands a 25 percent market share in the premium jeans and casual-wear segment and are targeting a 20 percent growth in the next five years," Mr Shah said.

When asked about how he foresees the future of apparel retail sector in India, he replied by saying, “In the next five years, growth will be controlled as the market is getting corrected and overall, the market in this segment has de-grown, but we have grown as we have captured the market shares of some other brands".

Fibre2fashion News Desk - India

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