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Dune sees huge potential

Founded in 1992 on London’s Kings Road, the group is one of the leaders in affordable luxury footwear and accessories within the United Kingdom and globally. Last year, it celebrated 20th anniversary and also completed 10 years of presence in the Middle East.

“The UAE is one of the stronger markets for us globally and specially in the Middle East that’s the reason our presence here is more than any other country in the region,” Dune marketing head Tatiana Laudati told Khaleej Times during an interview in Dubai. The group has 13 stores and two concessions in the UAE out of total 23 stores and five concessions in the Middle East. Dubai-based Apparel Group, a global fashion and lifestyle brand conglomerate, is Dune’s partner across the region.

The company is planning to open one more store in the UAE in addition to one in Saudi Arabia by the end of 2013. Earlier this year, the group opened its largest store in the world in The Mall of Emirates, spreading over 2,500 sq. ft. that features the new retail concept from The Dune.

Laudati declined to provide sales estimates and its growth for the year, but said it’s growing. She mentioned that the company is targeting total 100 stores globally by the end of next year. “We are also refurbishing our existing stores with new reverse catwalk design concept, which help increase our sales around 30 per cent,” she added.

Talking about the global expansion, she said that the company is planning to open its first store in New Delhi, India, next month. “We are also opening five stores in the Philippines, starting from this month,” she added. The group has presence in Germany, France, Holland, Denmark and some Middle Eastern countries.

Laudati said there is a significant difference in products compared to UK because of the weather conditions. Talking about the region, she said the company always listen to its partner and customers needs for new collection. Arabic sandals, introduced recently in the UAE market, got very good response.

New collection

Laudati specially came down to Dubai from London to join the Apparel Group’s team for the launch of new Autumn Winter collection in Dubai. She said there is a lot in this new collection. “We have so many options in shoes and bags as well.” Talking about new range, she said these include metallic brogues and stilettos that give a futuristic feel, while low block heels and ankle strap detailing bring a retro twist for an attention-grabbing collection. Pointed flats, tri-tone brogues and kitten heels bring a girlish vibe, while animal prints and contrasting colour panelling add boldness to the range.The men’s range at Dune London plays with textures and tones this season, reinventing classic styles with a sophisticated twist for the winter months ahead. Responding a question about volume generating products, she said shoes are still bread and butter of the company, she informed.

Dune is planning to introduce its perfume and watches in the UK next year, she said, adding that the availability of new products in other markets globally is not yet confirmed.— abdulbasit@khaleejtimes.com