Lee | Wrangler Outlet is opening its first location in Kansas and the Kansas City market.
The co-branded store plans a summer opening at Legends Outlets and will feature a wide range of apparel and accessories from both brands. It’s taking over a 3,993-square-foot space between Aerie and Levi’s Outlet Store.
Lee | Wrangler Outlet has seven other U.S. locations spread throughout North Carolina, Georgia, Texas, Ohio and Florida, according to its website.
Kontoor Brands Inc. (NYSE: KTB), which owns Lee and Wrangler, also started rolling out co-branded stores in Europe last year to offer a “curated retail environment that brings to life the unique characteristics of each brand,” Kontoor said in a previous release.
Lee previously was based in Merriam but relocated to Greensboro, North Carolina, in 2019. The move was part of VF Corp.’s decision to split into two independent public companies to drive growth. The spinoff apparel company also owns Rock & Republic.
Lee has worked to move away from being known as the “mom jean” and launched a collection in 2020 to target Gen Z. That same year, Kansas City-based VMLY&R became Lee’s lead creative agency of record. The jeans brand also has done collaborations with entities such as Pendleton Woolen Mills, a family-owned lifestyle brand from the Pacific Northwest.
To keep Wrangler fresh, Kontoor has pursued projects like the collaboration with Adult Swim’s “Rick and Morty” and a two-part NFT drop with Grammy award-winning recording artist Leon Bridges.
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