With the brand looking to expand in the DACH region, they have opened a new store in Vienna and features 100sq m of retail space.
It’s the first store in Austria and after Hamburg and Berlin, the third in the DACH region, according to the company.
The store design combines vintage flair with London’s eclectic style and the brand’s Portobello Road roots. The assortment includes the current women’s and menswear collections, launching for Autumn/Winter 2025. The highlight and centrepiece of the store is the denim wall overflowing with styles.
The opening not only marks another international location, but also a clear statement for the importance of physical retail and brand experience, according to the subsidiary of the All We Wear Group (AWWG).
Following the launch of its DACH headquarters in Düsseldorf, the Spanish fashion group announced plans in 2023 for a growth strategy to further expand brand awareness of Pepe Jeans in German-speaking countries. However, the focus was to be on the franchise business, it was stated two years ago.
