Pepe Jeans London: Focusing on aggressive retail growth

From its origins as a tiny market stall on London’s chic Portobello Road in 1973, Pepe Jeans London has come a long way. The more than dollar half a billion denim and casual wear brand, has transformed itself to one of the fastest growing

 casual wear brand in Europe. Today, it has a presence in over 80 countries across the world. In India, Pepe Jeans London was launched in 1989 and is the leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 per cent. According to Chetan Shah, Managing Director, “The annual turnover of the company is currently Rs 300 crores and we hope to reach a sizeable Rs 500 crores by the next fiscal.” One of the ways it’s planning to achieve this target is by aggressive retail expansion. The brand is looking to having around 300 EBOS by 2012.

Pepe enjoys a strong presence in men’s’ and women’s category and as Shah says “Pepe is constantly introducing new collection in its men’s and ladies range every season. We are already into apparel and accessories like belts, bags, socks, caps, scarfs, gloves, etc. We do not plan to introduce any new categories in the near future. A chance of introducing kidswear range in the future is a possibility.” Currently, the brand has stores in 81 cities and aims to double the number by increasing its geographical footprint within next three years. It has 230 EBOs across the country and is present in 100 plus large format stores and 1,500 MBOs. “We realize the potential small towns have, therefore we opened a number of exclusive outlets in towns of coastal Andhra Pradesh like Ongole, Vijaywada, Kakinada and Warrangal, as well as in other small towns like Aizwal, Barielly and Dimapur,” he adds.

Being a complete lifestyle brand it offers a huge variety of products which includes: shirts, T-shirts, flat-knits, sweaters, sweat-shirts and jackets in top wear and a wide variety in denims, corduroys, cargos, shorts et al. Complimenting the range are accessories that include bags, wallets, caps, socks, belts and full range of winter accessories like gloves, skull-caps and scarves.

For A/W 2011 the brand is taking a fresh look at the vintage archives for men’s collection. From rugged turn-of-the-century look more commonly associated with the birth of the industrial age and pioneers of the Great Outdoors to the 1950s collegiate styles which helped define the modern preppy aesthetic, Pepe Jeans London Autumn/Winter’11 Collection for men presents a series of clearly segmented trend stories which are as dependable and iconic today as the first time they were worn. The women’s collection is inspired from runway-led looks to city-chic trends, expressing fashion fused with its most directional collection yets. It ranges from timeless vintage styles with a bit of modernism, to a retro casual look, to glamorous club wear fashion and classic British inspired styles. The Pepe Jeans AW ’11 is all about a contemporary girl, strong and independent; city girls with an urban attitude and a romantic twist.

Expressing his views on FDI in retail Shah says, “It will definitely bring in more international apparel brands to India. Competition is good as it will give a wide variety of options to the consumers and will keep the brands on their toes, to provide better quality and service to their customers in order to retain them. This will definitely make the industry grow.”