Wrangler Jeans Are Headed to China
- Brand launch planned for January, with most production local
- Assembling jeans in-country lets company avoid tariff risk
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Kontoor Brands Inc., whose Lee line is already the biggest denim brand in China, plans to bring its other big American jeans name to the world’s largest consumer market within a year.
“In January 2020, we are introducing Wrangler to the Chinese market because there’s an appetite,” Chief Executive Officer Scott Baxter said in an interview on Bloomberg Television. “The global consumer now shops all around the globe and wants to bring that product back into the marketplace, but they also want to have that product available for them” at home.