Translated by
Barbara Santamaria
Oct 12, 2020
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Pepe Jeans to close 50 stores as transformation accelerates

Translated by
Barbara Santamaria
Oct 12, 2020

All We Wear Group (AWWG), formerly known as Pepe Jeans, is pushing ahead with its “Re:set” transformation strategy with plans to close about 50 stores worldwide and some international offices.

AWWG will close about 10% of its global stores - AWWG

“AWWG Group launched the ‘Re:set’ transformation plan in January. This programme has now been accelerated and adapted due to Covid-19 to address the company’s new needs,” the group announced in a statement.

The retailer, which has about 500 stores worldwide, added that it will seek rent reductions on a number of locations. The move is expected to result in the closure of about 10% of stores in locations including the United States, Japan, Mexico, India and Europe.

Further measures include the integration of the company’s marketing and e-commerce teams to streamline operations and bring resources under one roof in Madrid and Barcelona.

As a result, the Hong Kong headquarters have now closed, replaced by “a new outsourcing model” and the business has ceased trading in the United States, AWWG said. “We have also made changes to our business model in Mexico with a greater focus on retail,” it noted.

The group owns fashion brands including Pepe Jeans, Hackett London and Façonnable, as well as licenses for Tommy Hilfiger and Calvin Klein in Spain. According to the statement, online sales at the group have doubled over the past six months and its stable of brands is “gaining momentum” with consumers.

The restructuring is part of a full business overhaul following a rebrand and the unveiling of a new corporate identity in July. With annual revenues of €514 million (about $600m) and over 3,300 employees, AWWG has a strong presence in Europe and India.

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