Giordano expanding beyond the Middle East


April 30, 2014 | By RetailME Bureau

Giordano Middle East FZE, subsidiary of Giordano International Limited, continues its aggressive expansion plans in the Middle East and beyond spending AED50 million to refurbish, upgrade and open new stores. Within the next 24 months, Giordano is set to reach 300 stores in the region, adding 40 more to the current 260 stores now in operation. Over the last 12 months, Giordano has opened 25 stores across the region. Its first quarter results this year showed a positive double-digit growth over the same period in 2013.

Giordano’s phenomenal rise started 20 years ago in Dubai, UAE, before moving to the rest of the Middle East, Central Asia, India, Pakistan, Sri Lanka and Africa from its Dubai hub. From its global growth headquarters, Giordano is now set to enter new markets in Indo China, Africa, Central Asia and as far away as Latin America. “Giordano is relentless in pursuing new markets as we continuously innovate and evolve our products and image to best fit the markets. We are optimistic that we will reach our target of 300 stores within the next 24 months,” says Ishwar Chugani, managing director of Giordano Middle East FZE and executive director of Giordano International.

In the UAE, Giordano is set to open its stores at Lulu Mall, Fujairah; Capital Mall, Abu Dhabi; Shindagha Centre, Dubai; and Yas Mall, Abu Dhabi. Outside its Middle East home base, Giordano is expanding in Saudi Arabia, Armenia, Yemen, Sri Lanka, Bahrain, Pakistan, Georgia and Iran, to name a few. Giordano’s expansion plans also cover the virtual world as it aims to grow its e-shopping network and deliveries to the GCC within the next six months. “Shoppers today have unlimited choices in products and a multiplying number of channels to shop through. We are expanding our reach through the various digital and social media channels. We already launched e-commerce in the UAE, which is a growing part of our total sales, and will expand our e-commerce site across the GCC this year,” he reveals.

Giordano is currently implementing an aggressive upgrade and renovation programme of existing stores in the Middle East. Recently, Giordano reopened its new concept design stores at The Dubai Mall and Al Ghurair Centre. The new Giordano store design direction redefines simplicity and embraces a more classic and refined concept. Space is maximised for product displays and customer interaction, including wider entrances and larger, more comfortable fitting rooms.  Products are also presented in three different ways for customers’ easy visualisation of style. Wood accents have been added to increase the feeling of warmth and natural space. Energy-efficient lights enhance the customer experience while minimising the store’s carbon footprint.

The upgrade in store design is simultaneously supported by upgrading its product offering, bringing in more collections for men and women, supported by optimised merchandise displays making it simple and easy for customers to mix and match collection pieces. “Apart from strategic considerations, design remains at the core of our capabilities and concerns. The fashion consumer still wants great-looking fashion that makes them feel good and look great,” Chugani concludes.

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