Kontoor launches Wrangler brand in China

As part of its international expansion strategy, Kontoor has taken its jeanswear and casual apparel brand Wrangler to China. Kontoor has a portfolio led by two of the most iconic consumer brands—Wrangler and Lee. Taking a digital-first approach, the initial product offerings are available for consumers through Tmall, an online retailer in China.Since becoming an independent, publicly traded company in May 2019, Kontoor has identified China as a key area of focus in the organisation’s international expansion strategy. The further globalisation of the Wrangler brand illustrates Kontoor’s commitment to accelerating brand growth through new distribution channels and geographies. Wrangler products are now available on Tmall.com, a leading online retailer in China. The launch was celebrated with an activation at Innersect, a multi-day consumer event, the company said in a press release.

“One of Kontoor’s core strategic priorities includes expanding to new markets and geographies. Launching our iconic Wrangler brand in China, one of the fastest growing consumer markets in the world, is a key step toward that effort. As part of Kontoor, the Wrangler brand is leveraging the collective experience that helped establish Lee as one of the leading denim brands in the Chinese market. This announcement marks an exciting milestone in the brand’s 70-plus year history,” Scott Baxter, president and CEO, Kontoor said.

“We’ve reimagined the adventurous optimism of Wrangler’s cowboy spirit for the Chinese market, developing a brand platform designed to resonate with China’s youth and young at heart. We are building awareness and demand for the brand through our initial digital product offerings. In the coming months, we will accelerate our focus on creating engaging and innovative experiences designed to introduce Wrangler’s best-in-class apparel products to the Chinese consumer,” John Gearing, VP and GM, Kontoor Asia Pacific said.

The brand expects to expand its product offerings along with additional marketing activations in spring 2021.