Pepe to double store count

For over a decade, Pepe Jeans has carved a niche for itself in the Indian market with its

distinctive communication strategy of the streets of London. Its products are popular in both Tier I and Tier II towns and especially among the youth.

Now the company has chalked out an aggressive expansion strategy over the next few years. Pepe initially entered Tier II towns via multi-brand outlets and as its products got acceptance, it opened exclusive brand stores in both Tier I and II cities. The brand is currently present across 81 cities in the city and it’s hoping to double its presence over the next few years.

The primary target is men and women, 16 to 28, Sec A, brand and fashion conscious, and interested in sports and music. The brand has tied up with popular music channels to reach out to the youth. Pepe also retails its products via several e-commerce web sites like Myntra, Flipkart, Homestop18, Jabong. On Facebook it has a fan base of more than 3.8 lakh.