Apparel retailer ace turtle has signed a long-term licensing agreement with WHP Global to exclusively manage and expand the footprint of the premium denim brand G-STAR in India.

The deal grants ace turtle rights to develop G-STAR’s retail presence through standalone outlets, shop-in-shop formats, and e-commerce platforms. Nitin Chhabra, CEO of ace turtle, emphasized the company’s aim to bring global fashion experiences to Indian consumers through customer-centric, tech-enabled retail solutions. This collaboration aligns with ace turtle’s broader strategy to scale international brands in India’s rapidly growing fashion market.

WHP Global, the owner of G-STAR, views the partnership as a key step in its global expansion strategy. Stanley Silverstein, CCO of WHP Global, expressed confidence in G-STAR’s ability to resonate with Indian consumers seeking high-quality denim. The partnership aims to blend international design with local market insight, catering to the evolving tastes of Indian shoppers and elevating G-STAR’s position as a premium fashion label in the country.