Mavi "Denim Kitchen" at P&C
Mavi "Denim Kitchen" at P&C

10 Nov. 2011


Turkish denim brand Mavi has installed its new shop-in-shop concept within the Peek&Cloppenburg branch in Frankfurt/Main. The shop with 30sqm is located in the young fashion “boutique” section of the store next surrounded by other popular denim labels.

The shop at P&C is the first shop-in-shop by the denim brand that was realized according to Mavi’s “Denim Kitchen” concept, which had been presented at the latest edition of Bread & Butter Berlin in July 2011 for the first time, where invited artists customized their personal jeans models with the help of spray cans, brushes, yarns and grindstones. To express the work shop atmosphere visually, decoration elements like colored scissors, wooden spoons, thread spools and rivets are implemented in the new shop-in-shop which shall serve as a role model for Mavi stores and shop-in-shops of the brand worldwide.

Manuel Gomez, Marketing Manager at Mavi Europe AG, explains the idea behind the new concept: “In the so-called Denim Kitchen, we ‘cook’ the perfect fit. Mavi is constantly reinventing its denim designs and individualizes and ‘spices’ them up with unusual washings, indigo shades and craftsmanship.”

Mavi was founded in Istanbul in 1991. The denim brand currently operates in 47 countries, runs 270 own retail stores worldwide and 27 shop-in-shops in Germany. According to the company, Mavi especially wants to further grow in Germany after the company had already completed the last year with a growth of 50%.

Mavi \" Denim Kitchen\" at P&C

Maria Hunstig

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