Pepe Jeans London is poised to open a flagship store in central London this summer, as the denim brand seeks to bring about a “sea change” in its domestic positioning.
Pepe is “in the final throes” of a deal that will see it take a two-floor unit in the West End. Drapers understands the site is likely to be Regent Street, although the company declined to comment on this.
The opening forms the climax of a year commemorating the brand’s 40th anniversary and signals the start of a bid to establish a greater foothold in its home market with its largest marketing campaign since the 1990s.
Chris Wightman, sales director at stablemate Hackett, will also now head Pepe’s UK sales team to spearhead this “re-engagement with the customer”, focusing on department stores and premium stockists. Further hires are in the pipeline to build UK sales regionally.
Pepe global managing director Nish Soneji said: “We have been enormously fortunate with how we have grown internationally, but unfortunately the pace of the UK hasn’t matched that of some other countries, such as Germany, France, India and Mexico. We are taking the 40th anniversary as a pivotal moment - we are not renewing effort, but trying different ways to revitalise the way the UK market looks at us.”
The campaign will feature Cara Delavigne and run across print, TV, film and digital media. It launches to the consumer in February but will kick off at Bread & Butter, where Pepe will give away 1,973 free pairs of jeans.