Scandinavian fashion label Jack & Jones has opened its first two Belgian shops using its newest shopping concept this weekend in Leuven en Genk.
Up to five separate shop-in-shops
The new concept consists of up to five separate smaller brands within the men’s label: ‘Originals by Jack & Jones’ and ‘Core by Jack & Jones’ appeal to denim-minded youngsters, while ‘Premium by Jack & Jones’ focuses on the maturely-styled gentlemen. To promote the latter, Jack & Jones has managed to attract American actor Christopher Walken.
The fourth collection, ‘Jack & Jones Vintage Clothing’, will be offering rough-cut casual denim, while ‘Jack & Jones Tech’ is geared towards the sporty types. Using separate shop-in-shops, each collection will be optimally presented in what Jack & Jones calls “brand universes”.
The stores in Leuven and Genk, opening this Friday, will be the first using this new concept, with all other Jack & Jones stores (some forty in Belgium) switching in the upcoming months. The store size determines how many collections will be implemented in their shop-in-shops: the 280 m² store in Genk will have 4 subbrands (all excluding Tech), the 380 m² store in Leuven is able to have all five.