Pepe pulls Euro office out of UK

Pepe Jeans, founded 17 years ago on Portobello Road in London, is moving its European office out of the UK and into Amsterdam.

Pepe, which hit the spotlight last year when its controversial “teenage suicide” ads were put under scrutiny by the Independent Television Commission, has suffered declining market share since the Eighties when it was the second best-selling jeans brand in the UK after Levis.

Pepe is currently in fifth place, according to Nielsen, holding a 4.1 per cent volume share of the UK jeans market, behind Levi’s, Wrangler, Lee Jeans and own-label brands.

European marketing director Mark Blenkinsop says the European headquarters, based in Isleworth, Middlesex, will be relocated to Amsterdam by June.

Blenkinsop says the primary reason behind moving to Amsterdam is to put its 70 staff closer to its European markets. In Spain, one of Pepe’s most successful markets, it holds second place behind Levi’s.

However, sources close to the company say the move is also spurred by poor performance in the UK market where Pepe has diversified away from the core jeans product. “It’s problem is that it has been concentrating less on denim and more on fashion – which obviously changes a lot faster,” says an industry analyst.

Blenkinsop says that the small UK office in Covent Garden, headed by managing director David Pyne, would remain.

Leagas Delaney retains the 10m pan-European advertising account, despite the switch of sales and marketing to Europe.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here