Heritage in motion: How Hackett London is tailoring its next chapter across the GCC

As international fashion brands reassess where future growth will come from, the Gulf continues to stand out as one of the few regions combining scale with sustained consumer demand. It is also a market where competition is intensifying. Consumers are well informed, expectations are high, and brands are increasingly judged on consistency, relevance, and long-term commitment.

For Hackett London, recognised for its British tailoring heritage and understated menswear codes, the Middle East represents a strategic market rather than a trial phase. The brand’s regional expansion is being driven through its partnership with Apparel Group, under the global direction of parent company AWWG.

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Speaking to BTR, Marcella Wartenberg, CEO of AWWG Group, explains how Hackett London’s growth across the UAE and Saudi Arabia is being guided by a five-year expansion roadmap, with Dubai positioned as a key regional anchor. The strategy was underscored by the regional launch of Hackett London’s Autumn/Winter 2025 campaign in Dubai, fronted by the Carlos Sainz father-and-son duo.

Edited excerpts:

Hackett London is entering an ambitious new chapter in the Middle East. What makes this the right moment for AWWG to deepen its partnership with Apparel Group, and how do you see the brand evolving in this market?

Hackett London’s evolution in Europe over recent years has given the brand a very solid foundation — creatively, operationally, and strategically. That strength allowed us to look outward with confidence. The GCC was identified early on as a priority region, with Dubai acting as a natural anchor due to its role as a global retail and lifestyle hub.

This is a fashion-forward market with a strong menswear culture, a high concentration of affluent consumers, and a tourism ecosystem that continually introduces new audiences. However, it is also extremely competitive. To succeed here, brands must be precise—adapting product assortments to climate and lifestyle, operating efficiently, and investing consistently in brand presence. Our partnership with Apparel Group gives us exactly that capability on the ground.

Hackett London is closely associated with British tailoring and tradition. How do you preserve that identity while adapting to GCC lifestyles and consumer expectations?

The Middle East, particularly cities like Dubai is highly cosmopolitan. Consumers are exposed to global fashion trends, but they are also discerning. There is a strong appreciation for quality, craftsmanship, and authenticity, which plays directly to Hackett London’s strengths.

At the same time, adaptation is essential. Climate, daily lifestyles, and styling preferences all influence how collections are curated for this region. Our approach is not to compromise heritage, but to interpret it appropriately — lighter fabrics, versatile silhouettes, and pieces that transition seamlessly from professional to social settings. British brands continue to resonate here precisely because of their credibility and design integrity, and we are careful to protect that.

The Autumn/Winter 2025 campaign featured the Carlos Sainz father-and-son partnership in Dubai. Why was this narrative important for the region?

The partnership with Carlos Sainz Sr. and Carlos Sainz Jr. reflects the core values of Hackett London: legacy, continuity, and evolution. Their story captures the balance between tradition and modernity in a way that feels genuine rather than manufactured.

In the Middle East, family values and generational connections are deeply ingrained. This campaign allowed us to tell a story about style being passed down, reinterpreted, and renewed—without losing its essence. It speaks to multiple generations simultaneously, which is increasingly important in today’s retail environment.

Hackett London has built a reputation for excellence, precision, and timeless style. From a leadership perspective, what is your long-term vision for the brand globally and regionally?

Our long-term vision is centred on relevance and purpose. Hackett London must continue to evolve with the world around it while remaining unmistakably British at its core. Globally, that means being thoughtful about where and how we grow. Regionally, it means building a presence that feels established, trusted, and culturally aware.

The Middle East is not a short-term play. With Apparel Group, we are committed to sustained investment across the UAE, Saudi Arabia, Qatar, and Oman, supported by a clear plan to expand the store network over the next five years.

Retail today is increasingly experiential. How is Hackett London responding to this shift in its GCC stores?

The in-store experience is no longer transactional; it is relational. Our aim is for every Hackett London store in the region to reflect a distinct British lifestyle sensibility while meeting the expectations of today’s GCC consumer.

This includes personalised service, a strong focus on client relationships, and seamless integration with Apparel Group’s established loyalty ecosystem. Ultimately, the objective is to ensure that customers do not simply shop with us, but feel a lasting connection to the brand—one that extends beyond a single visit.

Kushmita Bose

Staff Writer

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kushmita@khaleejtimes.com

As a passionate storyteller and content writer, Kushmita Bose loves weaving narratives that inform, inspire, and entertain. Whether she's unraveling tech revolutions, dissecting industry reports, or bringing a brand’s journey to life, Kushmita thrives on transforming ideas into captivating stories.
When she’s not busy crafting content, you’ll probably find her daydreaming about her next travel adventure.