SYDNEY: International denim labels Lee, Riders by Lee and Wrangler are set for a flagship rollout and product overhaul in Australia and New Zealand, under new domestic management by brand house True Alliance.
The brands, owned by US company VF Corporation, were formerly licensed to Pacific Brands in Australia. True Alliance general manager David Smith said the company stepped in to take on the licenses when Pacific Brands did not renew its contracts late last year.
“True Alliance have been working closely with them [VF Corporation] on Nautica and The North Face for long time,” he said.
Smith said a small number of flagship stores for each brand will be launched to showcase the full product range. These will be created over the next three years. One store for Lee exists in Melbourne which True Alliance now operates.
“We are not planning to become a chain of retail stores as obviously that would cannibalise our very well established wholesale business,” he said.
For more pick up a copy of Ragtrader's March 12 issue, out tomorrow.