Pepe Jeans to launch kids’ wear in India

Denim brand Pepe Jeans is adding kids’ wear to its portfolio in India. Sighting this as the right time to enter the country, the brand would differentiate itself with exclusive denim wear unlike other international labels like Reebok, Puma, US Polo, Peter England and Allen Solly, whose focus is more on sports influence clothing.

While revealing the company’s plans about launch of kids’ wear in India Kavindra Mishra, Chief Executive Officer, Pepe had said earlier that the company will just bring the global kids’ wear line to India and may add one or two colours for the Indian market. Pepe is eyeing the kids’ wear segment to contribute 20 percent to the brand revenue in three years. Launched in 2004, kids’ wear contributes 20 to 22 percent of its global revenues. In India, while men’s wear accounts for 80 percent of the brand turnover of Rs 750 crores with the rest shared by the women’s wear range.

To begin with, the collection will be launched in its 40 flagship stores across lead Indian cities and in department stores like Shoppers Stop, Central and other multi-brand outlets. The company aims to open exclusive kids’ wear stores of the brand in the second year of its launch, with an investment of Rs 50 lakh in each 800 to 1,000 sq. ft. store.