Wrangler’s star is rising in India.
Ace Turtle, the exclusive licensee of Wrangler in India, announced it will open six new Wrangler stores across “tier-1 cities” in India.
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The six new stores will be in Ujjain, Goa, Indore, Bilaspur, Katihar and Bareilly. The cities were strategically chosen because Wrangler has seen significant growth in online demand over the past year in these areas.
The licensee aims to ramp expansion up, however. Nitin Chhabra, Ace Turtle CEO, said the company plans to open over 60 new retail stores for Wrangler in India over the next year.
“We are seeing a remarkable rise in customers from emerging markets, a clear testament to Wrangler’s status as a beloved global brand,” Chhabra said. “A key shift we’re observing is the trend toward premiumization, with consumers eager to invest in high-quality products. Our premium Wrangler collections are achieving impressive sell-through rates, which speaks volumes about Wrangler’s lasting appeal and our customers’ growing desire for a more sophisticated shopping experience.”
Spanning over 1,000 square feet, the new “distinct, immersive” stores will offer Wrangler’s popular denim products and accessories.
Wrangler’s expansion reinforces the brand’s commitment to making its apparel more accessible in emerging regions. The additional six stores bring Wrangler’s total retail footprint in India to 58 “exclusive brand outlets.” Ace Turtle noted that over 80 percent of the stores are located outside of tier-1 cities.
“Our new exclusive brand outlets reflect our dedication to bringing Wrangler closer to our customers in high-demand regions, combining the ease of online shopping with the distinct, immersive experience of physical retail stores,” he said.
Bengaluru and Singapore-based Ace Turtle became Kontoor Brands’ licensee for India in 2021, resulting in dedicated ecommerce stores for Lee and Wrangler. Last year, Lee opened its first Indian flagship store, a 4,200-square-foot store in Bengaluru.
Ace Turtle is also the exclusive licensee of iconic global brands Toys”R”Us, Babies”R”Us and Dockers for India and other South Asian markets.