Plaeto partners with Threads to enter the UAE market


August 18, 2022 | By RetailME Bureau

Plaeto, India’s first footwear brand focused on the foot-health of children, announced its global foray with its entry into the UAE market in partnership with UAE’s Threads. Plaeto’s school shoes are available in Threads stores at Times Square Mall, City Mall, BurJuman Mall, Abu Dhabi, Ras-Al-Khaimah, Sharjah, and Fujairah and on www.threadsme.com.

Over the coming months, Plaeto is looking at aggressive growth in the UAE market with plans to further explore retail and distribution partnerships for its growing range of shoes for children aged 5-15 years. “We are excited to enter the UAE market. We will be catering to all the key regions across the Emirates through the Threads stores as well as their online store. Given that Threads has been a market leader in retail, and especially in the school uniforms and shoes space, we consider ourselves to be truly fortunate to find product fit and brand resonance this early in our global journey. At Plaeto, we believe that ‘play’ and ‘school life’ are integral to the growth of children anywhere in the world, and we are pleased to partner with Threads to serve the children in UAE,” said Ravi Kallayil, CEO & Co-founder, Plaeto.

Threads is one of the largest manufacturers and distributors of school and corporate uniforms in the UAE. It services 90 schools and 200,000 clients through its diversified chain of businesses in security, transport, hotels, and restaurants. “Over the last 12 years, Threads has been catering specifically to educational institutions in the Middle East. We are delighted to partner with Plaeto, an Indian brand, which has designed world-class shoes for children, leveraging the collective product experience of some of the finest footwear design teams from brands such as Nike and Adidas. At Threads, our motto is ‘Dressing up the future world leaders’ and we believe that Plaeto shoes are a great fit for the children of UAE,” said Jacques Rheeder, CEO.

The Bengaluru-based brand’s founding team consists of executives from Nike, Adidas, and Apple. Last year, Plaeto announced Rahul Dravid, sports icon and Team India cricket coach, as its brand ambassador and strategic advisor. Partnering with Threads, the Plaeto team looks forward to bringing in their core brand principles to serve the feet of over a million students in the UAE and bring the joy of play into their lives.

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