Pepe Jeans opens new store in Kuwait


Pepe Jeans, European fashion and denim designer dynamo, opened its store at ‘The Avenues’ in Kuwait recently, will have a strong presence of more than 8 stores in the Middle East by the end of 2008, according to the licensee Liwa Trading Enterprises.

This is the first store under the new licensee for Kuwait. Al Sabrya Liwa is the partner of Liwa Trading for it’s Kuwait’s retail ambitions.Liwa Trading plans to double the number of shops by 2008.

It will have 8-stores presence with outlet already planned for Marina Mall Extension (Abu Dhabi), Jumeirah Beach Residence, Dubai Mall and Mall of the Arabia (all Dubai). Liwa Trading already operates Pepe Jeans stores at Mall of the Emirates and Deira City Centre in Dubai and Abu Dhabi Mall in Abu Dhabi.

“Pepe Jeans is inspired by the spirit of London. This city is the vanguard of modernity, the more eclectic environment and where trends in fashion, music and art start. The rest of the world follows this innovative city. That’s the spirit of the Pepe Jeans brand,” said Aniss Baobied, General Manager, Liwa Trading Enterprises.

He said, "Pepe Jeans is known to be trendy, fashionable and high quality brand. The brand is modern, sophisticated, youthful and aspirational, primarily targeting students and young professionals who are opinion leaders, in the forefront of their generation. These uber-trendy people are interested in fashion, music, arts and new trends in design culture."

Pepe Jeans was born in 1973 and operating in more than 80 countries worldwide. Pepe Jeans designs, manufactures and market men’s, ladies’ and kids’ clothing, including shoes, sunglasses, swimwear and fragrance.

The new store at ‘The Avenues’ will initially have collections of clothing and shoes for men and ladies. Extended product categories will soon be added.

Pepe Jeans is a hip-happening celebrity endorsed “wanted brand”. Sienna Miller, the famous British actress is the face of the brand, along with the top model Simon Carter. Liwa Trading Enterprises also runs the brands like Gant, La Senza, La Senza Girl, Bhs, Nautica, Premaman, Dwell and Tally Weijl. Liwa Trading plans to expand its existing GCC store presence of 120 to 300 by the end of 2010.

Liwa Trading Enterprises was formed in 1987 by Al Nasser Holdings to drive forward the group’s retailing ambitions.Liwa’s first retail outlet opened in the last quarter of 1987 in the form of a franchise store for British Home Stores (BHS) in Abu Dhabi.