Denim brand Wrangler has announced the expansion of its shop-in shop programme which will see it offer the concept to independents and department stores across the UK.
Wrangler has developed a small-scale version of the shop-in-shop concept it introduced to multiple retailers earlier this year, in order to enable smaller stores to create a branded area which holds up to 200 pieces from the collection.
The brand’s larger shop-in-shop concept, which debuted in 17 branches of Debenhams and House of Fraser stores in January, is a 25 sq m shopfit. Wrangler said its sales were up by between 50% and 120% since the installation of the concept.
It is due to roll out to high street chain USC later this year.
The 25 sq m fit comes at a cost of £30,000.
“It is all about sell-through and excellent brand projection,” said Jason Eames-Illingworth, Wrangler’s UK commercial director.
Wrangler said it was committed to large-scale investment in Europe, which would focus on the UK. Eames-Illingworth added that the brand has launched a marketing campaign for spring 10 across consumer magazines and outdoor. He added: “We are investing in people and product and we have to sell it [the brand] through on the shopfloor to the consumer.”
Wrangler said it planned to introduce its shop-in-shop concept to 120 stores in the UK before the end of June. It will add an additional 40 fit-outs before the end of 2010.
The denim brand will open up to 500 shop-in-shops across Europe this year.
Eames-Illingworth said: “This is just the beginning. This will be ongoing and we will be extending throughout Europe. The UK is the forerunner for this concept”.
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