Global lifestyle apparel company Kontoor Brands is taking its denim label Wrangler into China in partnership with online retailer Tmall. 

Wrangler products have been launched at Tmall.com, concurrent with a multi-day consumer event dubbed Innersect. 

President and CEO at Kontoor Brands, Scott Baxter, said expanding to new markets and geographies is part of the company’s core strategic priorities and China is a key step forward in that effort.

“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,” said John Gearing, VP and GM at Kontoor Asia Pacific. 

“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.”

Becoming an independent, publicly traded company last year, Kontoor has a portfolio led by two major apparel brands, Wrangler and Lee.