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Kontoor Brands partners with Ace Turtle for omnichannel enablement

By Retail4Growth Team | January 20, 2021

The partnership will enable Kontoor Brands’ portfolio, including Lee and Wrangler, to be sold through a digitally connected network of online retailers and branded brick and mortar stores

Kontoor Brands has partnered with Ace Turtle, Asia’s leading Unified Commerce Platform to deliver an omnichannel experience to its customers and strengthen its retail presence in India.

The partnership will enable Kontoor Brands’ portfolio, including Lee and Wrangler, to be sold through a digitally connected network of online retailers and branded brick and mortar stores.

Through this partnership, Ace Turtle will launch web stores for both Lee and Wrangler in mid-2021. The brands will also be scaled through online marketplaces, conversational and social commerce. Customers can discover products and place orders through WhatsApp, Chatbots, Instagram, and other social channels.

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. Our experience, expertise, and investment into these brands will aim to unlock new opportunities presented by the dynamic Indian e-commerce market.”

In addition, Ace Turtle is embedding technology within the physical stores where these brands are sold across India. This will include endless aisle (allowing customers to virtually browse and order instantly, and check stock availability in other retail stores and warehouses), click and collect (online orders can be collected from the retail stores), and ship-from-store for online orders and more.

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 behavior of Indian consumers by making our brands increasingly accessible to customers across the country. We’re excited by the technology-focused opportunities that this partnership presents for the Lee and Wrangler brands to flourish in India.”

Ace Turtle and Kontoor Brands will work closely in the coming months to ensure a smooth transition.

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