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Giordano eyes 300 stores in Mideast in two years, to boost revenue 15-20%

Chugani said the expansion plans in the Middle East and beyond would involve Dh50 million spending to refurbish, upgrade and open new stores.

Giordano Middle East, a leading retail apparel brand and subsidiary of Giordano International Limited, said on Wednesday that its regional network would grow to 300 stores in 24 months as part of an aggressive expansion that would position it to boost its share of the global revenue to 15-20 per cent from the current 10 per cent in five years.

Ishwar Chugani, managing director of Giordano Middle East FZE and executive director of Giordano International, said the global turnover of the group is poised to surge to $1.5 billion over the next five years from $1 billion at present.

Chugani said the expansion plans in the Middle East and beyond would involve Dh50 million spending to refurbish, upgrade and open new stores.

“Within the next 24 months, Giordano is set to reach 300 stores in the region, adding 40 more to the current 260 stores now in operation. In the UAE, four more new stores are set for opening in 2014,” he said.

Over the last 12 months, Giordano has opened 25 stores across the region. Giordano’s first quarter results this year showed a positive double-digit growth over the same period in 2013, Chugani said at a press briefing.

He said Giordano, which has its global headquarters now in Dubai, is all set to enter new markets in Indo-China, Africa, Central Asia and as far away as Latin America.

Giordano’s phenomenal rise started 20 years ago in Dubai, before stretching its sleeves to the rest of the Middle East, Central Asia, India, Pakistan, Sri Lanka, and Africa from its Dubai hub.

“Giordano is relentless in pursuing new markets as we continuously innovate and evolve our products and image to best fit the markets. We are optimistic that we will reach our target of 300 stores within the next 24 months,” said Chugani.

Giordano, founded in Hong Kong in 1981, is currently implementing an aggressive upgrade and renovation program of existing stores in the Middle East, Chugani pointed out.

Recently, Giordano reopened its new concept design stores at The Dubai Mall and Al Ghurair Centre. “The new Giordano store design direction redefines simplicity and embraces a more classic and refined concept. Space is maximised for product displays and customer interaction; including wider entrances and larger, more comfortable fitting rooms,” said Chugani.

Products are also presented in three different ways for customers’ easy visualisation of style.

“As we upgrade our stores’ design, we are confident of attracting more customers to come and shop at our stores,” he said.

In the UAE, Giordano is set to open its stores at Lulu Mall, Fujairah, Capital Mall, Abu Dhabi, Shindagha Center, Dubai and Yas Mall, Abu Dhabi. Outside its Middle East home base, Giordano is expanding in Saudi Arabia, Armenia, Yemen, Sri Lanka, Bahrain, Pakistan, Georgia, and Iran.

Giordano customers are also growing via its card less loyalty programme. Globally, Giordano International has over eight million members enrolled in the program. In the Middle East, more than half of the members come from Saudi Arabia and over 30 per cent from the UAE. Giordano is expecting to reach one million members within the next two years as the company continues to roll out innovative offers and benefits to members.

— issacjohn@khaleejtimes.com