Apparel Group brings on board Charming Charlie

RetailME Bureau

Dubai-based fashion and lifestyle retailer Apparel Group has signed an exclusive partnership deal with Houston-based fashion jewellery and accessories retailer Charming Charlie. The deal will result in Charming Charlie stores opening throughout the Middle East in 2015, starting with launch locations in the UAE, with further growth to follow in Qatar, Bahrain, Kuwait, Oman and Saudi Arabia.

Charming Charlie has grown from a humble start; what began as a small shop one floor below the family business in Houston, has since expanded to become a fast-growing retail juggernaut. This partnership marks an important step in Charming Charlie’s international strategy and signals the beginning of a significant transformation as the company evolves from a US retailer into a global brand with a worldwide audience.

“We are constantly adding new and exciting brands to our portfolio and are yet again proud to be able to bring a well-respected and renowned brand like Charming Charlie to the region. Charming Charlie is a formidable organisation and is loved for its iconic products, broad assortment and always putting the customer first,” says Nilesh Ved, chairman of Apparel Group.

With a goal to reach as many as 40 stores in the Middle East by 2020, Charming Charlie stores in the region will showcase the retailer’s new store concept; with its signature double doors in vibrant pink lacquer, the store design will be fashioned in a residential-style interior that mixes feminine, mid-century accents with luxe materials and whimsical details.

Known for offering a wide array of affordable fashion accessories, merchandised by colour, and providing high style at an unrivalled value, the stores will carry the brand’s full range of product including fashion jewellery, handbags, small leather goods, scarves, watches, sunglasses, select footwear and apparel, a special occasion collection and more.

“We are delighted to further strengthen our presence in the fashion accessory space in the Middle East. New and exciting brands are integral parts of our mission in order to deliver the latest trends and contemporary design to reach our multicultural consumer base,” adds Ross Moncur, CEO, new business development for Apparel Group.