Wrangler sets sights on China
Denim brand Wrangler will now be available to Chinese consumers through a partnership with Tmall, an online retailer.
Scott Baxter, CEO of Wrangler owner Kontoor Brands, said:“One of Kontoor’s core strategic priorities includes expanding to new markets and geographies. Launching our iconic Wrangler brand in China, one of the fastest growing consumer markets in the world, is a key step toward that effort.
“As part of Kontoor Brands, the Wrangler brand is leveraging the collective experience that helped establish Lee as one of the leading denim brands in the Chinese market. This announcement marks an exciting milestone in the brand’s 70-plus year history.”
Since becoming an independent, publicly traded company in May 2019, following a split from VF Corp, Kontoor has identified China as a key area of focus.
John Gearing, vice-president of Kontoor Asia Pacific, said: “We’ve reimagined the adventurous optimism of Wrangler’s cowboy spirit for the Chinese market, developing a brand platform designed to resonate with China’s youth and young at heart.
“We are building awareness and demand for the brand through our initial digital product offerings. In the coming months, we will accelerate our focus on creating engaging and innovative experiences.”
Last week, Wrangler announced its outdoor brand ATG will now be available in Europe.
