Pepe Jeans, Dollar Industries join hands for Pepe Jeans London

International fashion brand Pepe Jeans has entered in a joint venture (JV) with Dollar Industries for Pepe Jeans London. The JV company will manufacture and market premium range of fashion innerwear, loungewear, gymwear, sleepwear and track suits for adults and kids, in India. These products will also be available in Sri Lanka, Nepal, Bhutan and Bangladesh.

Both the partners, Dollar Industries and Pepe Jeans will hold 50 per cent stake in the joint venture company. This tie up will help both the companies to work towards creating a premium innerwear brand in the country. This venture would also bring in foreign direct investment for the textile sector in India.

"Pepe Jeans’ expansion into newer categories is a strategic progression of the brand. Our objective was to partner with a great Indian brand with a strong distribution and production set-up. This is a strategic investment for the brand. We are funding the joint venture as per a strong scalable business plan. We believe that at present there is a gap in the market, and therefore immense potential for a strong innovative premium innerwear brand to grow," said Kavindra Mishra, MD, Pepe Jeans India Limited. 

"Together with Dollar Industries Limited we are looking to spearhead growth and innovation in this category. With our strong brand name and Dollar Industries industry expertise will take both the brands to greater heights," Mishra added.