The partnership will enable Kontoor Brands’ portfolio, including Lee and Wrangler, to be sold through a digitally connected network of online retailers.
As part of the partnership, Ace Turtle will launch online stores for both Lee and Wrangler by mid-2021. The brands will also be available on a number of online marketplaces and social commerce. Alongside this, Ace Turtle will embed certain technologies within Lee and Wrangler physical stores. These technologies include endless aisles, which will allow customers the opportunity to virtually browse and instantly order stock; click and collect; and ship-from-store for online orders.
Commenting on the partnership, Nitin Chhabra, CEO, Ace Turtle, said, “Retail is undergoing a major transformation in India and this year has shown that a strong e-commerce presence is essential. Our new partnership with Kontoor Brands will enable Lee and Wrangler products to reach Indian consumers across all channels.”
John Gearing Vice President & Managing Director, Kontoor Brands Inc., Asia-Pacific, added, “Lee and Wrangler have operated in India for many years and our partnership with Ace Turtle now enables us to adapt to the changing behaviour of Indian consumers by making our brands increasingly accessible to customers across the country.”
