Greensboro Gets Loud at Grand Opening of New Lee® + Wrangler® Hometown Studio

By: Kontoor Brands News Team Aug 10, 2021 Feature Story Tags: Lee, Wrangler, Community

Greensboro rocked the block on Friday, August 6, in celebration of the Lee + Wrangler Hometown Studio grand opening at 603 Elm St., just down the road from Kontoor Brands’ global headquarters.

Local bands entertained the crowd from one of two Lee + Wrangler store stages, while excited customers got their first look at the co-branded storefront’s new home. 

“Our new store is 4,000 square feet, which is double the square footage of our former location, so we have a great opportunity to showcase more of our collaborations and product lines with the Greensboro community. We can also entertain outside and inside, enabling us to become an integral part of the Elm Street shopping experience,” said Scott Baxter, Kontoor President & CEO. “To celebrate our new store location, we’re also kicking off four weeks of concerts in August in partnership with Downtown Greensboro, Inc.”

The new, one-of-a-kind Lee + Wrangler Hometown Studio acts as a total shopping experience for current products, global offerings from Asia and Europe and exciting brand collaborations such as Wrangler’s latest collaboration with Billabong.

Customers will also find offerings from each brands’ most popular male and female collections, including ATG by Wrangler® and the Lee’s Women’s Heritage collection. In addition to rare and unique product offerings and in-house concerts and events, the store will feature innovative retail experiences such as custom tailoring and laser imaging.


“The store will also function as a test and learn environment,” added Baxter. “We can bring in new products and get an idea of what the customer thinks, from what colors they like to different fits and styles.”

The Lee + Wrangler Hometown Studio is open every Wednesday-Saturday from 11 a.m. to 7 p.m. and from 12 p.m. to 6 p.m. on Sunday. Customers are encouraged to adhere to applicable guidelines from local health authorities when visiting the store.