India is poised to become Pepe Jeans’ largest market within the next two years, surpassing Spain and the UK, according to the global CEO Marcella Wartenbergh. The brand has experienced accelerated growth in India compared to more mature markets and has outpaced them in sales and profit. Wartenbergh attributes this growth to the increasing adoption of Western-style clothing by young Indian consumers. She also emphasizes the role of millennials and Gen Y in driving the market, as they have more purchasing power compared to Gen Z. Wartenbergh highlights India’s proximity to suppliers as a major advantage, enabling faster innovation.
Pepe Jeans already sees India as its biggest market in terms of volume and sources nearly a third of its global products from the country. Despite this, most of its sales in India come from menswear, while in Europe, women’s apparel accounts for 65% of sales. Pepe Jeans aims to expand its presence in the women’s western wear segment, currently dominated by global rivals like Zara and H&M.
The company plans to introduce new product lines, improve margins, and gain market share to achieve further growth. Wartenbergh believes that as women in India become more modern and influential, their demand for clothing will increase significantly. Women’s wear represents only 30% of the brand’s earnings from men’s merchandise.
Pepe Jeans, founded in London in 1973 by Indian-origin siblings, operates over 200 branded outlets in India, mostly through franchises. In 2015, L Capital Asia and MI Group, subsidiaries of luxury goods company LVMH, acquired the brand. India’s attractive market has enticed several international brands in recent years as they recognize its potential among the country’s young consumers across various price points.
