Pepe Jeans London that has emerged as a top lifestyle brand in India has plans to venture into the booming kids’ wear category in the near future. The brand also has an aggressive retail plan and is looking at increasing its flagship stores across India.
Launched in India in 1989, Pepe is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 per cent. The brand’s merchandise is available through 210 exclusive stores across the country, 100 plus large format stores and around 1,000 multi-brand premium outlets.
“We
currently have 210 exclusive brand outlets and aim for 250 stores by 2012. We also plan to set up stores in towns and cities with a population above 300,000. Currently, the brand has stores in 81 cities and aims to double the number of cities and increase its geographical footprint within the next three years. We also plan to open flagship stores in India,” Chetan Shah, Managing Director, Pepe Jeans says. The company launched a flagship store in Vijayawada, Andhra Pradesh. The store layout was maintained on par with the international store formats. Since this was to test the store format in India. But in future Pepe’s flagship stores would go for a new look instead of the international store format. For example, the new store recently launched at Infiniti Mall in Mumbai is spread across 840 sq. ft, it features Pepe’s autumn/winter ’11 collection and displays over 1,400 styles of denims and top wear for both men and women. Pepe Jeans also offers a range of accessories, to complement the apparel range. These include: belts, bags, socks, wallets, caps, and full range of winter accessories like gloves, skull-caps, scarves et al.
Shah says what makes Pepe tick is that other international brands present in India do not manufacture jeans primarily in India as about 70 per cent of the jeans are imported from Tunisia, Turkey and other parts. “Pepe Jeans takes pride on being an international brand manufacturing jeans in India exclusively for the Indian market. Our cuts, washes, treatments and styling are on par with international trends and standards,” Shah explains. As a market leader with 25 per cent market share in the premium jeans and casual wear market, Pepe Jeans London has transcended from a jeans brand to a complete lifestyle brand today. The annual turnover of the company is Rs 300 crores and it has an ambitious plan of achieving a sizeable Rs 500 crores by the next fiscal year.
