Kontoor model pronounces launch of Wrangler model in China
The continued globalization of the Wrangler brand shows Kontoor's commitment to accelerate brand growth through new sales channels and regions
Kontoor Brands, Inc., a global lifestyle apparel company with a portfolio led by two of the world's best-known consumer brands, Wrangler and leeannounced that Wrangler, a global denim and casual wear icon, has expanded the brand's international reach to China. Following the digital-first approach, the first product offerings are available to consumers through Tmall, a leading online retailer in China.
“One of Kontoor's strategic priorities is expansion into new markets and regions. The launch of our legendary Wrangler brand in China, one of the fastest growing consumer markets in the world, is an important step in that direction, ”said Scott Baxter, President and CEO of Kontoor Brands.
“As part of Kontoor Brands, the Wrangler brand leverages the collective experience that has 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+ year history. "
Since Kontoor became an independent, publicly traded company in May 2019, it has identified China as a focus in the organization's international expansion strategy. The continued globalization of the Wrangler brand shows Kontoor's commitment to accelerate brand growth through new sales channels and regions.
Wrangler products are now available on Tmall.com, a leading online retailer in China. The launch was celebrated with an activation at Innersect, a multi-day consumer event.
"We have reinterpreted the adventurous optimism of Wrangler's cowboy spirit for the Chinese market and developed a branding platform that appeals to the youth and the young at heart in China," said John Gearing, VP & GM of Kontoor Asia Pacific.
“We are increasing awareness and demand for the brand through our first digital product offerings. In the coming months, we will focus more on creating engaging and innovative experiences to bring the best Wrangler apparel products to the Chinese consumer. "
The brand expects to expand its product range along with additional marketing activities in spring 2021.
