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Denim brand Lee opens store in Bengaluru

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Located at Commercial Street, the store opened its doors to the public on new year’s eve

Bengaluru: American denim and casual apparel brand Lee has launched its new store in Bengaluru located at Commercial Street, omnichannel enablement platform Ace Turtle wrote on social media on Tuesday. The store opened its doors to the public on New Year’s Eve.

“Lee has just opened its doors on the upscale high street of Commercial Street, Bengaluru! Get ready to step into a world where style meets comfort in our latest Lee store. Whether you’re looking for classic cuts or the latest trends, our new store has it all for both men and women,” said Ace Turtle in a LinkedIn post while sharing images of the new store.

Lee is owned by US-based Kontoor Brands, a spin-off of VF Corporation’s jeanswear division. In 2021, the company changed Lee from a fully-owned Indian subsidiary to a franchise model and signed a licensing deal with Bengaluru-based Ace Turtle, which at that time provided e-commerce solutions to traditional retailers. Ace Turtle has currently pivoted to become a franchisee operator of global brands. Apart from Lee, Ace Turtle holds the India franchisee rights for Toys ‘R’ Us, denim brand Wrangler and American casual brand Dockers.

“At the heart of our experiential store design lies the ‘theatre of denim lifestyle’. A story telling created through an impactful product display, vibrant store graphics depicted through “Lee doodle art”, latest store tech elements and lighting and music throughout the store keeps the adrenaline pumping,” said Pawan Nagarwal, vice president of visual merchandising and brand experience at Ace Turtle in a social media post.

The store also features visual campaigns featuring the Lee brand ambassadors like Bollywood actress Sara Ali Khan and rapper King.

Lee was founded in 1889 by Henry David Lee in Salina, Kansas as a workwear company that produced dungarees and jackets. Its parent company Kontoor Brands is a global lifestyle apparel company that markets denim clothing under the Lee, Wrangler and Rock & Republic brand names.

In India, Lee is currently available at exclusive brand outlets and departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro. Its products are also available online at its dedicated webstore along with online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.

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