The Cotton On Group has welcomed the first of its new concept stores in the Middle East at Mirdif City Centre in Dubai.
Excited customers filled the new 627 square metre space during opening weekend with thousands of products flying off the shelves.
A nod to the brand’s Australian heritage, the new store concept boasts a unique point of difference for the Group in Dubai, with a laid back aesthetic that includes exposed brick walls, timber floors, warm lighting and the signature neon signage.
The space offers customers a seamless shopping experience with a number of the Group’s brands under the one roof including its namesake, Cotton On, lifestyle brand, Cotton On BODY, and footwear and accessories brand, Rubi Shoes.
With Dubai’s summer in full swing, customers soaked up the store’s product offering with wrap dresses, jumpsuits and off shoulder tops for girls and printed tees, board shorts and snapbacks for guys.
Cotton On Group’s Middle East License Manager Phil Tannous said the decision to launch the new store concept in Dubai came as a result of strong customer demand while also wanting to make sure the format of its local stores aligned to its new global store concept.
“Our customers in the Middle East, particularly Dubai, are fashion forward and we wanted to ensure we were complementing our product offering with a second-to-none in store experience,” he said.
“Customers have been responding incredibly well to our brands since entering the market seven years ago and we’re excited to elevate the experience even further for them.”
The new store complements the Group’s fleet of 24 premises across the United Arab Emirates which also includes childrenswear brand, Cotton On KIDS, and stationery and gift brand, Typo.
Through a license partnership with Sharaf Retail, the Group has been operating in the Middle East since 2010 and today has 31 stores across the region including the United Arab Emirates, Lebanon, Qatar, Oman, Saudi Arabia and Jordan.