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.

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