Lee and Wrangler have opened a dual-concept joint denim store in Germany. The dual-branded retail concept has been created to provide customers with the ultimate denim experience through a carefully curated retail space that brings to life the unique features of each brand.

The store, which is over 1,600 square feet in size, has individual windows and frontages for each company and will always display each brand’s most recent advertising campaigns. Lee Jeans has a luxury archive-driven aesthetic, which also includes a capsule section for its exclusive Lee 101 line. A bold, youthful aesthetic has been employed to capture the essence of Wrangler, the visuals being a combination of brilliant red and indigo blue.

In the store’s main area, customers will be able to find jeans from both companies merchandised by gender and fit categories, along with a variety of clothing options that pair well with the jeans.The store also has fitting rooms aligning with the company’s brand image and a dedicated denim room that displays a larger selection of denim on a seven-shelf stack.

Europe continues to be a key market for expansion for the Lee and Wrangler brands. The plan is to have more such Lee plus Wrangler stores in key retail destinations across Europe in the coming months.