Pepe Jeans strengthens its premium innerwear segment, enters North Indian market
Pepe Jeans has strengthened its premium innerwear segment with the launch in the North Indian market. Pepe Jeans in collaboration with Dollar Industries has also launched three new collections to announce their arrival in north India.
The new segment by Pepe Jeans is the result of an equal joint venture between Pepe Jeans Europe BV and Dollar Industries Limited. The JV Company was formed in 2017 to manufacture and market premium range of fashion innerwear, loungewear, gym wear, sleepwear and track suits for adults and kids, in India.
The three new collections launched under the JV are Classic, Black Gold and Athleisure. The collections include boxers, sports vest, shorts and track pants. It is priced between Rs 175 ($2.5) to Rs 1499.
Commenting on the launch of this category, Suresh Nambiar, chief executive officer at Pepe Jeans Inner fashion in a statement said, “After a huge success of the initial launch in the south of India, the brand is now expanding into north India and we are positive to receive the same amount of appreciation that we got from the initial launch.
“The brand has always worked on strategic progression by tapping new markets across each region having immense growth potential. We have also started placement of products across North India and will complete the launch by the end of the calendar year,” he added.
The collection is currently available at exclusive 1200 + multi brand outlets, 110 Pepe Jeans exclusive brand stores, select departmental stores, along with e-commerce portals like Amazon, Myntra and Flipkart.
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