The co-branded store will open on Friday in downtown Greensboro, where Kontoor chose to house its operations after splitting with VF Corp. last month. VF, which had long called Greensboro home, moved its headquarters to Denver.
“We are thrilled to offer consumers access to two of the most iconic denim brands in a unique retail setting,” Chris Waldeck, vice president and global brand president of Lee. “We look forward to becoming a staple in the heart of downtown Greensboro.”
The Lee + Wrangler Hometown Studio will feature the brands’ most popular men’s and women’s collections, including Lee’s Vintage Modern and European Collections, Wrangler’s Heritage and Retro Collections, and rotating special lines typically only available online only at Wrangler.com and Lee.com. The store will also feature products from Wrangler’s Rooted Collection, which celebrates North Carolina farmers with jeans made with 100 percent sustainable cotton from the state.
“The store provides Lee and Wrangler a unique opportunity to create a direct connection with our consumers in Greensboro, where our company’s origins are deeply rooted,” said Tom Waldron, vice president and global brand president of Wrangler. “It also provides a test-and-learn retail environment right here in our backyard, just a few blocks from Kontoor’s global headquarters.”
The Lee and Wrangler brands plan to use the Greensboro location for consumer market research to better understand what customers want in their shopping experience. This means consumers will be treated to special and innovative experiences, like custom tailoring and laser imaging, along with music and special events.
The Lee + Wrangler Hometown Studio is located at 300 S. Elm St. in downtown Greensboro. Kontoor said the two brands are poised to generate long-term global growth through industry innovations and trend-setting design.