American denim brand Wrangler opens first store in Germany
September 14, 2012 - Germany
Iconic denim brand Wrangler opens a pilot store for its new retail concept in Leipzig, Germany. The store is Wrangler’s first stand-alone unit in Germany and the first of a new store design that will be rolled out across Europe.
To celebrate the new store, Wrangler held a launch event featuring a DJ set from Andy Butler (Hercules and love affair) and gave away special edition Wrangler Lomography cameras. Key Leipzig opinion formers were out in full force and mingled with the HQ managers as well as store stuff.
Located in the hip city of Leipzig, on a central street popular with jeans-loving consumers, the 135sq m space is fitted out with a new 360degree concept developed in collaboration with retail design consultancy Checkland Kindleysides.
The design features vintage metals and woods that channels Wrangler’s superlative denim heritage. Throughout, are references to Wrangler's history and iconography, including elements inspired by the original factory from 1904. The look and feel will be carried into a network of Wrangler stores planned for major cities across the EMEA region.
The Leipzig retail space is the first in a planned network of Wrangler owned and operated stores. The new unit carries both men's and women's collections, and launched with products from the FW12 Keep True collection, which celebrates the essential elements of the Wrangler brand.
The store opened on 30th of August and hosted an exciting launch event on 6th September.
Wrangler's denim history goes back to 1904 when Charlie Hudson founded the Hudson Overall Company in Greensboro, North Carolina, USA. In 1919, the company is named Blue Bell and, in 1947, with the start of a range of jeans for cowboys, it receives a new name: Wrangler, the name of a working cowboy.
Wrangler, the original American outdoor denim brand, is committed to producing the best modern jeanswear. Progressive, contemporary fits such as the regular-tapered Ben for men, or the high-waisted skinny Jess for women, are energized with innovative finishes.