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Pepe Jeans aims big in SE Asia

Pepe Jeans plans to expand its Southeast Asian presence.

The British denim brand says the expansion is in response to increasing demand across the region.

The brand plans to add 50 new stores in Southeast Asia within the next five years, taking its total store count to 550 stores.

The expansion plan was revealed during the opening of its first flagship store in Thailand at CentralWorld shopping mall in Bangkok. At 160 sqm, the store is its largest store in Southeast Asia to date.

In Thailand alone, the brand plans to open 10 stores over the next five years having seen great potential there, says international director Bart Denolf Bruyneel.

“Thailand is not only an important market but also a production base for Pepe Jeans to supply to our stores worldwide. Thailand is one of the sourcing bases for Pepe Jeans along with China, India and Turkey,” said Bruyneel.

Pepe Jeans’ next expansion move will be in Indonesia, Philippines and South Korea.

Sales from Asia is expected to account 15 per cent of its global sales in five years.

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