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Lee® launches largest Omnichannel store in India, features smart mirrors, electronic shelves

ace turtle, new India’s leading technology-native retail company, announced the launch of Lee®’s first flagship store in India at Brigade Road in Bengaluru. The 4,200 sq. ft store is the largest store for the iconic denim brand in India, besides being one of the global flagship stores of Lee®.

Lee® is an iconic American denim and casual apparel brand. Founded by H.D. Lee and backed by over 130 years of purposeful design and craftsmanship, Lee®’s movement-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists.

Commenting on the launch, Nitin Chhabra, CEO, ace turtle said, “We are delighted to unveil Lee®’s new flagship store in Bengaluru. Since partnering with Kontoor Brands in 2021, ace turtle has been able to leverage its extensive omnichannel technology expertise and unique operating model to scale the denim brand’s business in India significantly. The opening of this flagship store is a strong indicator of the massive potential of this iconic brand and the value it brings to Indian consumers. We aim to expand Lee®’s reach across the country and take the brand to millions of Indian consumers via www.lee.in and the chain of physical retail stores being set up across the country.”

Sharing the brand’s perspective, John Gearing, Vice President & Managing Director, Kontoor Brands Asia Pacific said, “We are excited to partner with ace turtle to launch the first flagship store of Lee® in India. India has been a fast-growing market for Lee® over the past few years. We are working to cater to the evolving fashion preferences of young Indian consumers which are on par with their global counterparts. Our partnership with ace turtle will help position Lee® as the preferred denim brand among the youth of this country.”

Kontoor Brands, Inc. is a global lifestyle apparel company, with a portfolio led by two of the world’s most iconic consumer brands: Wrangler® and Lee®. Kontoor Brands is a purpose-led organisation focused on leveraging its global platform, strategic sourcing model and best-in-class supply chain to drive brand growth and deliver long-term value for its stakeholders.

The new Lee® omnichannel-enabled retail store provides consumers with a unified and superior shopping experience across online and offline channels and touchpoints. Consumers will benefit from a unified view of inventory and price parity. Consumers can also order online and pick them up from the store. They can also order products not available at the store using the Endless Aisle application and get them delivered to their preferred address.

Additionally, the store has several features to elevate the in-store shopping experience for consumers. There are Electronic Shelf Labels for real-time in-store display and offer communication to consumers. The Smart Mirrors will provide innovative experiences to shoppers by engaging & delighting with personalized recommendations and effortless product discovery. A special Lee Studio has been set up in the store to offer a variety of services such as express alteration, badging, rip & repair, embroidery, and lifetime mending. The store also has 13.3-inch tablet screens to update consumers about the entire gamut of offerings from Lee® in real time.

In 2021, ace turtle entered into an agreement with Kontoor Brands to become its long-term licensee for India and other South Asian markets. This paved the way for ace turtle to sell Lee® products directly to consumers via branded webstore (D2C), online marketplaces and physical retail stores across India. ace turtle manages the entire business of Lee® in India including design, local manufacturing and marketing. According to various market studies, the Indian domestic denim market has been growing at an average CAGR of 8 to 9 per cent for a few years and is expected to reach Rs 91,894 crore by 2028.

Bengaluru and Singapore-based ace turtle is touted as new India’s leading tech-native retail company, is spearheading the retail industry’s next phase of transformation. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly and is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. The company is also the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys”R”Us® and Babies”R”Us® for India and other South Asian markets.

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