Ace Turtle secures exclusive India license for G-Star RAW

09 October 2025, Mumbai 

Bengaluru-based tech-driven retail operator, Ace Turtle has struck a long-term licensing agreement with the owner of the G-Star brand, WHP Global to re-launch the premium Dutch denim label G-Star RAW into the Indian market.

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This strategic partnership gives Ace Turtle the exclusive rights to build and grow G-Star's presence across all retail channels in India, including e-commerce, shop-in-shops, and standalone stores.

The new strategy moves away from the previous import-only model.

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Ace Turtle has the right to buy from G-Star's international supply chain, manufacture locally, and sell across all channels. The company will initially import 100 per cent of the inventory.

It will commence local production within two years. The company will develop both global and locally customized designs to better cater to Indian preferences.

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Ace Turtle will position G-Star RAW in the premium denim segment, competing with brands like Diesel and Calvin Klein. It will also align pricing closely with European levels.

This licensing deal adds another global brand to Ace Turtle's licensed portfolio for India and South Asia, which already includes established brands like Lee, Wrangler, and Dockers.

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This move marks G-Star's re-entry into India, following the end of its previous partnership with Reliance Brands last year.

The collaboration aims to leverage Ace Turtle's technology-driven vertical commerce model to ensure efficient omnichannel operations and a strong connection with the fashion-conscious Indian consumer.