Lee and Wrangler double down on South Asian retail push with Tech-Driven strategy, appoints new CBO
25 November 2025, Mumbai
Ace Turtle, the tech-native retail firm holding the exclusive license for the heritage denim brands Lee and Wrangler in India and select South Asian markets, has appointed Alok Dubey as Chief Business Officer. This strategic leadership addition signals an intensified focus on scaling these iconic labels through vertical integration and omnichannel excellence. Dubey, an industry veteran who previously helped transform US Polo Assn. and Flying Machine into large, profitable entities, brings over three decades of experience critical for navigating the complex, rapidly digitizing Indian fashion landscape.
Omnichannel mandate in a growing market
The mandate for Dubey focuses on blending Lee and Wrangler’s deep consumer trust with Ace Turtle’s proprietary technology platform, which uses data science for everything from design to fulfillment. This is crucial as the Indian denim jeans market, valued at approximately $2.4 billion in 2024, is projected to grow at an 8% CAGR through 2030, driven by younger, fashion-conscious consumers and expansion into Tier II and III cities.
Ace Turtle's strategy involves aggressive offline expansion—with plans to open dozens of new exclusive brand outlets—while simultaneously leveraging a "design-to-delivery" model that ensures supply chain efficiency and product relevance. The company's recent expansion of its portfolio to include G-STAR further underscores its ambition to dominate the technology-enabled premium fashion segment.
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