US-based Kontoor Brands has signed up e-commerce enabler Ace Turtle its India license partner for Lee and Wrangler denim brands. As per this license, Ace Turtle will have the right to manufacture products for both Lee and Wrangler to sell them in India. The company will adopt a omni-channel strategy for both the brands.
Bengaluru-based Ace Turtle handles end-to-end e-commerce solutions for many brands including Lifestyle, Tommy Hilfiger, Calvin Klein, Micheal Kors, Emporio Armani, etc. The company is now getting into retailing of any brand after taking over the India rights from Kontoor.
Lee and Wrangler started in India in a licensing deal with Ahmedabad-based Arvind Mills more than a decade ago and then converted the partnership into a joint venture with Arvind. Last year, VF spun off Lee, Wrangler and Rock & Republic labels and Kontoor became an independent and publicly traded company.
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