Denim and casual wear brand Wrangler has opened its first India flagship store in Bengaluru’s Indiranagar district. The 4,500 square foot store is also the brand’s largest in the country to date and features augmented reality technology. 

“We are excited to launch Wrangler’s first flagship store in Bengaluru,” said Ace Turtle’s CEO Nitin Chhabra in a press release. “It will allow us to engage with Wrangler’s consumers who are looking to create a style statement and connect with one of the most-loved apparel brands in the world. 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.”
 
The store is designed to offer a customised shopper experience and an AR mural in the centre of the store showcases Wrangler’s brand history and ethos. The store houses Wrangler’s full men’s and women’s wear and accessories collections as well as its Wrangler x Smriti Mandhana collaborative line. Electronic shelf labels, smart fitting rooms, and digital screens are designed to offer a seamless omni-channel experience while engaging shoppers. 

“At Ace Turtle, we have been able to leverage our extensive omni-channel commerce expertise and unique technology-driven operating model to scale Wrangler’s business in India significantly,” said Chhabra. “We aim to expand Wrangler’s retail footprint and reach across the country and take the brand to millions of Indian consumers via the web-store and the chain of offline retail stores being set up across the country.”
 
Ace Turtle entered into an agreement with Kontoor Brands in 2021 to become its long-term licensee for India and other South Asian markets. This enabled Ace Turtle to retail Wrangler goods directly to customers in India and the business also manages its marketing and local manufacturing in the country.