The long-term partnership between Shoppers Stop and ace turtle marks a bold new chapter in India’s premium retail evolution, bringing G-STAR’s iconic denim craftsmanship to discerning Indian consumers
Shoppers Stop, the country’s leading premium retailer, has partnered with ace turtle, the tech-driven retail powerhouse, to bring the globally renowned denim label G-STAR to Indian consumers.
The long-term partnership marks a major stride for both companies—combining Shoppers Stop’s expansive retail network with ace turtle’s omnichannel technology to create a truly integrated shopping experience. Together, they aim to make one of the world’s most recognisable denim brands accessible to India’s fast-evolving, fashion-conscious market.
Under the collaboration, G-STAR shop-in-shops will debut across 24 Shoppers Stop stores in major metros and key regional cities including New Delhi, Mumbai, Kolkata, Lucknow, Hyderabad, Chandigarh, Jaipur, Siliguri, and Pune, with further expansion on the horizon.
“At Shoppers Stop, we continue to strengthen our international brand portfolio and deliver world-class fashion experiences to our customers,” said Kavindra Mishra, Executive Director & CEO, Shoppers Stop. “Our partnership with ace turtle for G-STAR marks another step in our commitment to bring premium global brands closer to Indian shoppers through our expansive retail network and omnichannel platforms.”
For ace turtle, the partnership builds on its growing portfolio of international fashion collaborations. As the exclusive licensee for Lee®, Wrangler®, and Dockers® in India, the company has already carved a niche in combining retail efficiency with digital transformation.
“This partnership with Shoppers Stop is a key step in our strategy to expand G-STAR’s presence in India,” noted Nitin Chhabra, CEO, ace turtle. “With Shoppers Stop’s strong retail network and customer base, coupled with our technology-driven omnichannel capabilities, we are confident of unlocking the brand’s full potential and catering to the evolving fashion aspirations of Indian consumers.”
The collaboration arrives at a pivotal time for India’s retail industry, where premiumisation and digital convergence are defining new consumer behaviours. Shoppers are no longer choosing between online and offline—they expect both.
Here, ace turtle’s data-driven retail engine becomes a vital bridge. By blending real-time inventory integration, analytics, and consumer insights, the company ensures that G-STAR’s entry aligns seamlessly with India’s diverse customer base and localised fashion sensibilities.
Meanwhile, Shoppers Stop, with its decades-long heritage in premium retailing, continues to strengthen its reputation as a launchpad for global fashion brands in India. The company’s strategy hinges on curated retail experiences, blending physical presence with digital convenience—a formula that continues to resonate across India’s growing middle and upper-middle-class segments.
Beyond Denim: A Strategic Synergy
For G-STAR, known for its bold approach to denim innovation, the partnership opens doors to one of the world’s fastest-growing fashion markets. India’s youthful demographic and rising disposable incomes make it fertile ground for a brand that celebrates individuality and craftsmanship.
More than a distribution deal, this alliance signals a deeper integration of retail intelligence and consumer experience—a move that reflects the industry’s shift toward technology-powered growth.
As both brands set their sights on expanding the footprint beyond the initial 24 stores, G-STAR’s India journey stands as a case study in how collaboration, localisation, and innovation are reshaping the contours of India’s luxury and premium fashion landscape.
