Pepe Jeans London to diversify into kid’s wear by 2015

Pepe Jeans London, the leading denim brand present in over 60 countries spread over 5 continents, is looking to enter the kids’ wear space in India by the end of the next financial year. Internationally, Pepe Jeans has a strong, kids’ and junior wear line and the brand is doing well in this segment.

Pepe Jeans is banking on Indian kids’ wear market

“Over the years we have seen how the kids’ wear segment has grown and strengthened in India. There is a huge potential and the segment does not have too many

serious players. Hence, we are exploring this segment in India and planning to launch kids’ by Autumn/Winter 2015. This will be launched through department and standalone stores,” explains Neha Shah, Manager-Marketing, Pepe Jeans India.

Meanwhile Pepe Jeans goes on a musical fashion tour for Autumn/Winter 2014. From rock ‘n’ roll rebellion to punk-gothic and groupies, the inspiration lies within the world of music – from London to Los Angeles – and is combined with the same youthful and spirited sensibility that has always underpinned the brand. “It’s a season for attitude and alternative take on the traditional and doing things the Pepe Jeans London way. The new collection has bold and strong colours, embellishment and decoration, and as always a British heritage,” quips Shah.

The brand growing at 20-25 percent annually offers a huge variety of casual clothing and offers complete wardrobe solutions to a fashion conscious customer. The product range include shirts, T-shirts, flat-knits, sweaters, sweat-shirts, jackets in tops and a wide variety in denims, corduroys, cargos, and shorts. Complimenting the range are accessories like bags, wallets, caps, socks, etc. “Pepe is constantly introducing new collections with superior fabrics and washes every season. The brand unveils exciting looks and themes every month. With each range, Pepe introduces an array of trendy and stylish new design and fabrics magnificently combined to create refined silhouettes,” shares Shah.

Strengthening store network

The annual retail sales turnover of the company is Rs 500 crores and it hopes to have sizeable growth next fiscal. Currently, Pepe is sold through 200 EBOs, over 1,000 MBOs and 150 plus large format stores. The brand plans to expand aggressively in 2014-15 by renovating many of the current stores and opening new stores in existing and new markets.

Pepe is looking to having around 250 exclusive brand outlets by 2015. “We also plan to set up stores in cities with a population above 300,000. Currently, the brand has stores in 81 cities. It plans to double the number of cities and increase its geographical footprint by opening stores in various locations in the next three years. We realise that small towns are becoming increasingly brand conscious, therefore we have opened a number of exclusive Pepe Jeans outlets in smaller towns of coastal Andhra Pradesh like Ongole, Vijaywada, Kakinada, Warrangal as well as in other places like Aizwal, Barielly and Dimapur,” Shah informs.

Pepe Jeans London stepped into Indian market as the complete denim and casual wear brand in 1989. Today it is one among the top international premium brands in this segment. Pepe has transcended from being a jeans brand to a complete lifestyle brand.