Lee Cooper jeans after having operated for over a year in India is finding it hard to resist from venturing into Value Segment Jeans. Lee Cooper’s new brand for this segment will be known as “Famous Basics” and will compete against Signature from Levi’s and Hero from Wrangler.
Mr. Ameet Panchal, CEO of Lee Cooper said,
There would be a new distribution set-up created for the value brand and its pricing would be along the same lines as the existing value based denim brands in the market.
Lee Cooper plans to increase the number of exclusive stores from 30 to 55 with an investment between Rs 25-30 crore. It also has presence in multi-brand stores as well as shop-in-shops. By the end of this year, they plan to have 600 point of sales across various formats in India.
Apart from retailing here in India, Lee Cooper now wants to focus on building India as a sourcing hub for global operations.