The brand has implemented Lee Black System in the store redesign scheme. The system, which is a mixture of newly designed black medium density fiberboard or natural wood textures and some vintage elements, is designed to display Lee merchandise to maximum effect. This helps Lee in presenting its rich history in a modern environment. The materials used are untreated and rough. Black color combined with shades of grey dominates the scene, mimicking the Lee logo.
The refurbished store stocks the mainline Lee collection for men and women, plus Lee 101 and Lee The Archives. The new space features distinct space for displaying each item. Lee’s premium 101 range has got its own space, marked out by a white wall, top shelf display and unique signage on the wall column. Lee The Archives also has separate space. Archive pieces, which demonstrate the brand’s history in denim products, are displayed in vintage wood cases. The entire basement area including downstairs is used for displaying women’s jeans and clothing.
The Carnaby Street store, opened in 2009, is the first standalone shop of Lee in Europe.
