Dune London to focus on new markets in Mideast

Dubai — Dune London, affordable luxury footwear and accessories manufacturer, looks for expansion in the UAE and also keen to explore new markets in the Middle East. This was disclosed by international marketing head of Dune London, Angela Chiu, while talking to Khaleej Times during her recent visit to Dubai in connection with the launch of the company’s new collection in the region.

Chiu mentioned that the company’s international business is almost equal to its home market UK in terms of number of stores. “Right now we have 46 stores in the international market and 49 in UK, so it’s almost 50:50,” she explained.

Dubai-based Apparel Group, a global fashion and lifestyle brand conglomerate, is Dune’s partner in the region. The Group operates brands from around the world originating from the USA, Canada, Europe, Australia, Asia and includes leading names such as Tommy Hilfiger, Aldo, Nine west, Dune London, Skechers, Aeropostale, The Children’s Place, Tim Hortons, Charles & Keith to name a few.

This year, the company aims to focus its efforts on the Middle East, the brand’s second largest market after the UK, with product specifically customised for the region at competitive price points to launch during the SS15 season. This comes after 2 key store refurbishments in Dubai Mall and Abu Dhabi Mall, showcasing a design which features the brand’s signature reverse catwalk. The design has proven to increase footfall in stores by 30 per cent and recent stores refurbished or launched in the concept have seen double digit growth.

Talking about the new collection, she said it’s being launched in Dubai a little bit earlier than UK market. Regarding feedback on last collection, she said that it had been quite well received in the region, specially in the UAE. “Casual trends are going strong and accessories are also going well,” she added.

The SS15 range includes a selection of product at attractive, entry-level prices in efforts to open up the accessible yet aspirational offering to a wider audience.

The brand’s offering will answer local demand for a more casual collection across ladies’ and men’s footwear. The company continues to see global growth in men’s sales as the men’s range now accounts for over 25 per cent of the business in the UK.

abdulbasit@khaleejtimes.com