Wrangler’s first Indian flagship in Bengaluru is a new brand milestone

Cool denim legacy blends seamlessly with a rugged Cowboy ethos and hip biker culture at the just launched flagship store of Wrangler® at Bengaluru’s iconic 100 Feet Road. The store spread across 4,500 sq. ft is the brand’s first flagship store in India and its largest international one, thus becoming a significant milestone in its expansion journey in the country.  

With a large dynamic digital facade sporting India's widest LED screen, and a thoughtfully crafted frontage that conveys the brand narrative, the store sits as a hard-to-miss landmark on Bengaluru’s high street.

Speaking about the newly launched store to Retail4Growth, Nitin Chhabra, CEO, ace turtle, which is the exclusive licensee of Wrangler® in India, said, “We are essentially bringing the Wrangler core values to life here. Wrangler as a brand has always been rooted in its legacy, which is the Western, Cowboy lifestyle. But the rendition here in India has been adapted to match the Indian motorbike culture and resonates closely with the biker community.” 

VM as an iconic brand narrative  

The store’s Visual Merchandising takes the brand narrative a notch higher with iconic elements. These include a unique and artsy bike installation made from recycled scrap materials, feature walls with motorbike tanks and other props such as bike helmets and related merchandise adorning the store, rendering a unique visual experience to shoppers.  Brand ambassador Smriti Mandhana features prominently in the store front and in the background of the interiors, reinforcing the key brand message of resilience and growth through the Ride of Life! 

Unique AR mural & vibrant installations

One of the highlights of the store is the Augmented Reality (AR) mural, alongside the staircase - the first in India by a fashion brand. As the brand says, “It’s a celebration of Wrangler®’s rich heritage and innovative spirit, an experience that leaves consumers not just admiring the collection but living it.”

Tech as a smooth enabler

The store is also a classic example of omnichannel in the true sense - an easy merger of touchpoints with tech as an unintrusive factor that eases customer journey. As Nitin told  Retail4Growth, while speaking about the tech and digital integration in the store, “We see the store as an extension of other channels including online. So it’s not just about having a digital screen for the sake of having it, but it’s about using it to solve a consumer’s problem and enhancing the customer experience.” The store has digital screens to update consumers about the entire gamut of offerings from Wrangler® in real time. 

Nitin also cites the example of dynamic electronic shelf talkers installed in the store. These are embeded with QR Codes, which on scanning, take the shoppers to the landing page of the brand’s website. Once there, shoppers can browse online, buy, or seek additional product information. The Electronic Shelf Labels also enable price parity across offline and online stores. 

Then there’s the Smart Fitting Room in the store that comes with personalized recommendations and effortless product discovery, all digitally of course. 

Nitin added, summing up the store concept, “With consumer behaviour changing in an ever-evolving retail landscape, we continue to prioritise providing our iconic products and an impactful brand experience to our growing base of young, sophisticated consumers in India. At ace turtle, we have been able to leverage our extensive omnichannel commerce expertise and unique technology-driven operating model to scale Wrangler®’s business in India significantly. We aim to expand Wrangler®’s retail footprint and reach across the country and take the brand to millions of Indian consumers via the webstore and the chain of offline retail stores being set up across the country.”