Wrangler Expanded in China through Tmall


Kontoor Brand Wrangler expanded its international reach to China through Tmall, Alibaba Group’s e-commerce site, with activation at Innersect, a multi-day consumer street-wear event in Shanghai.

“One of Kontoor’s core strategic priorities includes expanding to new markets and geographies. Launching our iconic Wrangler brand in China, one of the fastest-growing consumer markets in the world, is a key step toward that effort,” said Scott Baxter, President, and CEO, Kontoor Brands. “As part of Kontoor Brands, the Wrangler brand is leveraging the collective experience that helped establish Lee as one of the leading denim brands in the Chinese market. This announcement marks an exciting milestone in the brand’s 70-plus year history.”

Since becoming an independent, publicly-traded company in May 2019, Kontoor has identified China as a key area of focus in the organization’s international expansion strategy.

“We are building awareness and demand for the brand through our initial digital product offerings,” said  John Gearing, VP & GM, Kontoor Asia Pacific “In the coming months, we will accelerate our focus on creating engaging and innovative experiences designed to introduce Wrangler’s best-in-class apparel products to the Chinese consumer.” Kontoor plans to expand the product selection in Spring 2021 and launch additional consumer activations.

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