Local Business

Spain’s kids fashion brand makes foray into UAE market

Muzaffar Rizvi
Filed on May 9, 2012

DUBAI - Charanga, a kids fashion brand from Spain, on Tuesday made UAE foray by opening its first outlet at the Dubai Mall.

The Spanish brand, which has over 250 stores across the globe, in partnership with Liwa Trading Enterprises, will launch 30 outlets in the GCC region during next three years.

“We are going to open six more stores in Gulf by the end of this year to introduce our brand in the region,” Manuel De La Maza Ramos, general manager and a major shareholder of Charanga, told Khaleej Times at the inaugural ceremony.

Headquartered in Andalusia with a state-of-the-art facility in Technological Park, Malaga, Charanga has established itself as a recognised brand within the children’s fashion industry. The Spanish firm aims to bring its fun and quality clothing to make its mark in the region’s growing retail space. It offers a wide range of collection and caters to the age group of 0-14 for all occasions.

Aniss Baobied, general manager of Liwa Trading Enterprises, cut the ribbon to inaugurate the Charanga first outlet in the region. He said Liwa Trading Enterprises plans to introduce seven more international brands in the UAE this year.

“Charanga stands for quality and comfort, while making sure that every child is dressed appropriately for every occasion. The brand’s quality has ensured it a leader in its home market, and we believe that Charanga will easily find its success in the UAE as well,” he said.

Ramos said Charanga adopts an aggressive strategy to expand in international markets especially in the Middle East. “The region is very attractive and competitive market for retail business. The region has set a new benchmark for quality and style globally,” he said.

He said the UAE is such a vibrant country and offers a very dynamic retail market for kids wear. “Entering the region through setting up a store at world famous Dubai Mall, is a very exciting move for us.”

In reply to a question, he said Charanga plans two more outlets in the UAE by the year-end, one in Dubai and second in Abu Dhabi.

“We will soon foray into other GCC markets including Saudi Arabia, Qatar, Kuwait, Oman and Bahrain,” he said.

He said brand is mainly focusing on Middle East, Brazil and Russia to expand its reach in international markets. “We also have expansion plans for domestic and European markets, but the main focus remains on Middle East region.”

To a question, he said the group is expecting 15 to 20 per cent turnover annually from its Middle East operations. “We target up to €40 million turnover annually from Middle East markets,” he said.


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