Dockers, the California-based lifestyle clothing company has teamed up with retail technology company Ace Turtle to expand into India. Ace Turtle, which has licences to distribute Lee, Wrangler, Toys ‘R’ Us, and Babies ‘R’ Us in India, will increase Dockers’ store and online presence.
“When we were revising the strategy for brand around three years ago, one of the pieces of the strategy was to grow internationally. And we do see Asia and particularly India as one of the key components of that. It may have taken a while but it is certainly the right time to enter India,” said MacLennan.
A part of Levi Strauss & Co., Dockers is sold in 50 different countries throughout the world. According to MacLennan, the India team has a bold expansion strategy set and India has the potential to grow to be one of Dockers’ greatest markets outside of the US. Omni-channel is significant for Dockers, and post-covid, customers want a positive in-store experience.
Before expanding to other cities, Ace Turtle plans to open outlets in Delhi, Mumbai, and Bangalore. Recently, Ace Turtle raised US $ 34 million, or roughly Rs. 293 crore, and it intends to spend a portion of the funds on the growth of Dockers.
Also Read: Ace Turtle raises US $ 34 million
“We have earmarked substantial amount of capital to invest in Dockers,” said Nitin Chhabra, chief executive officer of Ace Turtle. The company said the brand will be available in India in early 2024. It will be available in Bangladesh and Sri Lanka as well.
