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Lee® launches 1st Indian flagship store in Bengaluru

By Retail4Growth Bureau | April 05, 2023

The 4,200 sq. ft store has several omnichannel features such as Electronic Shelf Labels for real-time in-store display and communications, Smart Mirrors, and tablet screens to update consumers on new offerings in real time. 

ace turtle, the technology-native retail company, has announced the launch of Lee®’s first flagship store in India at Brigade Road in Bengaluru. According to the company statement, 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 store facade in Brigade Road Bangalore.

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.”

Lee flagship store in Brigade Road

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.”

The company statement adds, “The 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. “

Lee flagship store in Brigade Road Bangalore

Additionally, the store has several features including the Electronic Shelf Labels for real-time in-store display and communications to consumers and Smart Mirrors meant to engage the shoppers. 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.

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