Wrangler opened its first store in China

Wrangler’s first store in the Middle Kingdom offers customers an exciting experience with digital services.

World-renowned denim brand Wrangler plans to open its first mono-brand store in China a reality. The retail space, the launch of which is a new step in the brand’s development, is located in the Nanjing Deji Plaza shopping and entertainment center in Nanjing, Rivet.com writes. 

According to John Gearing, vice president of Kontoor Brands Asia, the store represents a new retail concept specifically designed to “attract and engage Chinese youth and young souls.” Before launching the store, the company spent a year researching the market and demand with the help of particular applications and innovative technology. 

The first Wrangler mono store in the Middle Kingdom offers customers an engaging experience with digital screens showcasing new collections, neon light displays, and unique booths with detailed information about essential products. The store reflects cutting-edge retail concepts that integrate an omnichannel experience. The store will feature a collection created in collaboration with Chinese streetwear brand Sankuanz. 

Kontoor, which owns the brand, listed China as a priority market for development back in 2019 and one of the main areas for international expansion. The brand first appeared in the Middle Kingdom in December 2020 on Tmall. 

Many successful Western brands have begun to develop into the Chinese market in recent years. For example, Scotch & Soda of the Netherlands opened its first official digital store on Tmall and announced plans to open retail stores in key cities across the country. Guess also announced an expansion in the region.