Giordano plans 30 new stores in next two years

The global apparel brand known for its everyday wardrobe essentials established a 100 per cent subsidiary of Giordano International in Dubai in 1993. Since its inception with the first retail outlet at Bur Juman Centre, Dubai, Giordano Middle East now operates 270 stores in 20 countries across the region.

Late Saturday, Giordano inaugurated its new flagship store at the Dubai Mall. The newly renovated store marks the celebration of the brand’s 20^th anniversary in the region. Talking about the two-decade journey of the brand in the region, the managing director said: “The experience has been very enlightening. We never expected to be where we are today.”

“We started off as just a franchisee, then a joint venture, and now we are part of Giordano International,” Chugani explained.

Capitalising on its success in the region, Giordano Middle East has expanded across the Gulf markets and into neighbouring countries. Giordano now operates stores in the GCC, India, Iran, Georgia, Jordan, Sudan, Tanzania, Pakistan, Mauritius, Sri Lanka, Algeria, Kazakhstan, Kyrgyzstan, Yemen, Iraq, Armenia, Lebanon and Syria.

“We are looking very seriously at Africa, Central Asia, Eastern Europe, and across the Middle East,” said Chugani, who is also executive director of Giordano International, Hong Kong. “We operate 270 stores and expect 300 stores by 2015 in the Middle East,” he added. Giordano today is one of the top five clothing retailers in the whole Arab region. The brand’s Mission is “To Make People Feel Good and Look Great.”

“South East Asia and the Middle East are some of our fastest growing markets,” Chugani revealed, adding that the UAE and Saudi Arabia are the largest markets in the region.

In the UAE, the company operates 45 stores and hopes to bring it up to 50 by next year or even earlier, according to the managing director. In the Kingdom of Saudi Arabia, Giordano expects 100 stores by next year, he added. The brand recorded more than 20 per cent growth in sales during the 2011 and 2012 period. “This year has been not as much as the last two years because of the global situation. But we are very confident we will end the year with a double-digit growth,” he explained.

“We expect things will get even better next year, specially winning the bid for Expo2020 would bring a lot of expansion and investment in almost all sectors in the emirate,” he said. The brand launched its World Without Strangers (WWS) it’s global and cardless loyalty programme in 2007 with the objective to reward its loyal customers.

“Globally, we have eight million members and around half a million in the Middle East,” he said adding that they contribute up to 35 per cent of the total sales.

He mentioned that Giordano was one of the first international brands in the country and now there are more than 300 brands. “They have bigger stores and are able to get better locations,” he said adding: “We are looking at bigger format stores and a more comfortable shopping environment.”

In a market, which has many brands entering on a daily basis and numerous choices being made available to the customers, Giordano continues to strive and stride ahead by keeping things simple and relevant for its customers.

Talking about the competition, he said: “Competition will always go and each brand will have its unique way of attracting customers. Everyday new brands come, new shopping malls come. What’s important is your connection with a customer.”

Simple pleasures of basic fashion – that is the driving force of Giordano. Giordano’s styling always revolves around what is relevant, essential and functional. The look is relaxed and the merchandise can easily be mixed together to match any occasion, mood or place. Customers can be assured “to feel good and look great.” He emphasised his commitment that the company will continue to build the brand and will continue to introduce some of its newer brands - Giordano Jr, Concepts One and BSX.

Over 300 of Giordano’s most active members of the WWS Loyalty Program, suppliers and associates attended the joint celebrations for the brand’s 20^th anniversary in the Middle East and the flagship store’s re-opening. A special celebration took place at the newly renovated store in the Dubai Mall, and Giordano’s guests were entertained by activities including a fashion show and dance performances.

“Today we celebrate two significant milestones in the history of Giordano: the opening of the renovated first concept store in the region and 20 years of operations in the Middle East. If Giordano has achieved so much in the past 20 years it is principally because of our loyal customers. This event is our way to mark this double achievement while expressing gratitude to them,” said Chugani.