Fila partners with Ace Turtle to strengthen omni-channel approach

Fila’s India licensee Cravatex Brands has partnered with Ace Turtle to strengthen the sportswear brand’s omni-channel strategy in India.  


A still from the promotional video for the Norblack Norwhite x Fila collaborative collection- Fila will continue to focus on India expansion - Norblack Norwhite- Facebook

Cravatex Brands has partnered with Ace Turtle to bring its licensed brand Fila to more Indian customers online. The business hopes to reach 100 million online shoppers through this partnership which will mark the brand’s greatest online expansion in India to date. 

Along with online expansion with Ace Turtle, Cravatex Brands will continue to open one Fila store a month in the country to continue its offline retail momentum throughout 2019. Stores will continue to follow the current Heritage Store format.

"Engaging with our customers across the country consistently through the channel of their preference is something we are currently focusing on," said Rakesh Singh Kathayat, the chief operating officer of Cravetex Brands, in a press release. "Partnering with leading omnichannel enablers such as Ace Turtle is a step towards that effort to showcase the omnichannel strength of our brand.”

“By 2020, sportswear segment is expected to grow at an annual growth rate of 12 percent with sales expected to reach $8 billion,” said Nitin Chhabra, CEO of Ace Turtle, in a press release. “Having a well-orchestrated omnichannel strategy will play a critical role in accelerating the growth of leading brands in this segment in India. Fila, over the past few years has witnessed tremendous response from Indian consumers.”

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