Dollar Industries has entered a 50:50 joint venture with leading international fashion brand Pepe Jeans Europe. The JV company will manufacture and market premium range of fashion innerwear, loungewear, gymwear, sleepwear and track suits for adults and kids, in India under the brand name Pepe Jeans London. These products will also be available in Sri Lanka, Nepal, Bhutan and Bangladesh.
The tie up will help both companies to work towards creating a premium innerwear brand in the country to offer an exciting and innovative range of aspirational products to customers. This venture would also bring in foreign direct investment for the textile sector in India. While a joint venture would mean a win-win situation for both the Indian company and the investor.
Pepe Jeans’ expansion into newer categories is a strategic progression of the brand. The objective is to partner a great Indian brand with a strong distribution and production set up. This is a strategic investment for the brand. Together with Dollar Industries the Pepe Jeans is looking to spearhead growth and innovation in this category. With a strong brand name and Dollar Industries expertise both will reach greater heights, feels Kavindra Mishra, MD, Pepe Jeans India.