Lee Cooper to enter US retail market

Denim brand Lee Cooper is to make its US debut this summer as part of a major expansion of the UK-based brand. The jeanswear company is in talks with US business partners and is hoping to have its products in a number of major department stores by the end of the year.

The brand is planning to take its existing range to the US, rather than develop new products. Lee Cooper is already sold in Canada and parts of South America, but it has never been launched into the key US market.

Lee Cooper marketing director Bob Taylor says potential US partners are interested in the European style of Lee Cooper’s products and particularly like the number of fabrics and hand finishes that it uses. It is understood that Lee Cooper will position itself as a classic British brand for the US launch.

The brand is launching a major press and poster campaign in its existing European markets. The campaign, which breaks this week, carries the strapline “Your Best Profile” and features key products for this season, such as the vintage range. It will be supported by in-store and point-of-purchase promotions.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now