Dockers Serious About India

Dockers aims to open five stores in India in the first year of operations and 20 stores in about two years in partnership with Ace Turtle

- Sandeep Kumar

California-based casualwear brand Dockers plans to open five stores in the first year of its operation in the country and 20 stores in about two years, a senior executive told IMAGES Retail. The brand has re-entered India in partnership with Ace Turtle, the exclusive licensee of international brands Lee, Wrangler, Toys 'R' Us, and Babies 'R' Us in India. The first store under the partnership-spread across 1000 sq. ft. was recently launched at Pacific Mall, Netaji Subhash Place (NSP), New Delhi.

This is the third stint of the semi-formal khaki brand in the country, which is a division of American company Levi-Strauss. The brand entered India in 2000 and exited the market in 2004. It reentered India again in 2005 and exited yet again in 2009 due to the consumer's deviation from the khaki category to denim wear and formal pants with blended fabrics.

IMAGES Retail spoke to Berry Singh, COO & Co-founder, Ace Turtle, the brand's India partner, to delve into the company's strategy around its re-entry in the Indian market.

What was the idea behind re-entering the Indian market?

For Dockers, one of the biggest strategies is international expansion and India, being one of the key markets, is a perfect place for an international brand to expand its presence. Secondly, post-pandemic, there has been a 'casualisation' as far as formal dressing is concerned. The product strategy of the brand entirely fits with this change in trend, making it the right time to enter India.

What will be the brand's strategy this time?