Apparel Group has unveiled the region’s first Sur La Table store at Dubai Hills Mall, marking the acclaimed American kitchenware brand’s entry into the GCC. The move comes as part of a strategic partnership with global brand accelerator Marquee Brands, and underscores a growing appetite for immersive, lifestyle-driven retail experiences in the region.
Positioned at the intersection of luxury living and everyday functionality, Sur La Table offers more than just premium kitchenware. The brand is known for its hands-on culinary classes led by professional chefs, and its new Dubai location will bring this signature experience to the UAE market for the first time—merging retail with experiential learning to cater to both amateur cooks and seasoned gastronomes.
Neeraj Teckchandani, CEO of Apparel Group, emphasised the group’s broader strategy, “Launching Sur La Table in Dubai reflects our vision to bring world-class lifestyle brands closer to our customers. As demand grows for unique, experience-led retail, we are proud to shape the future of this sector across the region in partnership with Marquee Brands.”
For Marquee Brands, the partnership is part of a calculated international expansion.
“This marks a major milestone for the Sur La Table brand,” said Heath Golden, CEO of Marquee Brands. “Through this strategic partnership with Apparel Group, we are excited to bring our brands to the Gulf Cooperation Council and India.”
The debut store acts as a flagship for future rollouts, setting the tone for Sur La Table’s broader expansion in the GCC and Indian markets. For Apparel Group, this is another notch in its portfolio of over 80 global brands, further cementing its role as a key curator of premium retail experiences in the Middle East.
As regional consumer preferences evolve toward purpose-driven, experience-rich concepts, the arrival of Sur La Table fills a white space in the culinary lifestyle segment and also signals how the future of retail in the GCC will be shaped by a fusion of learning, community, and commerce.
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