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Wrangler rolls out shop-in-shops

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”.

For more information, call 0845 600 8383.

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