Ace turtle, a tech-driven retail enterprise, has appointed seasoned retail leader Alok Dubey as Chief Business Officer, reinforcing its leadership team as the company accelerates its next phase of expansion.

In his new role, Dubey will oversee the business vertical managing iconic heritage brands Lee and Wrangler across India and select South Asian markets. He will report directly to ace turtle’s Chief Executive Officer, Nitin Chhabra.

An alumnus of IIM Bangalore, Dubey brings over 30 years of extensive experience in retail and brand management. He has previously held senior leadership roles at Apparel Group, Reliance Brands, Arvind Fashions, Swatch Group, and Titan. His most notable tenure includes 18 years at Arvind Fashions as CEO, where he played a pivotal role in scaling US Polo Assn. and Flying Machine into high-performing, profitable brands. At Reliance Brands, he led the launch of La Martina and steered Gas Jeans and Vision Express to profitability. Most recently, he served as CEO at Apparel Group India, leading Beverly Hills Polo Club and R&B.

Speaking on the appointment, Nitin Chhabra, Chief Executive Officer, ace turtle, said, “Alok brings deep expertise in building and scaling fashion brands in the Indian market. His leadership will be instrumental as we continue to strengthen and grow Lee and Wrangler in India. We are confident that his experience and market understanding will help accelerate our next phase of growth.”

Commenting on his new role, Alok Dubey said, “I am excited to join ace turtle at a pivotal moment in its growth journey. Lee and Wrangler are strong brands with deep heritage, strong trust and great emotional connect with Indian consumers. With ace turtle’s technology-led retail model and integrated supply chain, we have a unique opportunity to build and scale these brands in a way that is efficient, effective and future-ready. I look forward to working with the team to unlock the next wave of growth.”

The appointment marks a significant step in ace turtle’s continued efforts to advance its vertically integrated, technology-first retail model. The company is strengthening its presence across physical and digital channels while expanding its portfolio of global fashion brands.

Recently, ace turtle further expanded its fashion portfolio by onboarding Amsterdam-based G-STAR, adding to its roster of iconic brands, including Lee and Wrangler.