UAE-based Moroccan beauty brand izil’s constant transformation and evolution to meet the changing customer expectations have resulted in over 300% Y-O-Y growth of the brand over the past 3 years.
Founder Mouna Abbassy started her retail journey with selling products on facebook and then opening six kiosks in different malls in the UAE until 2016. In 2016, Abassy decided to close all the existing kiosks and open a singular kiosk in Dubai Mall and launch an e-commerce website.
izil opened its own GMP-certified manufacturing facility in Ras Al Khaimah in 2019. Subsequently, a year later, on June 30th, 2020, a unique flagship store was launched in the Dubai Mall after another brand revamp.
“Firstly, we learnt that The Dubai Mall gave us enough visibility. Secondly, we needed to focus on growing the e-commerce, and finally, converting all the kiosks to the new design would have been very costly for the brand”, said Mouna Abbassy, explaining why they decided to close all kiosks and open one unified flagship store.
The introduction of the flagship store strengthened sales further and provided more stability than its previous kiosks. “It definitely helped the business financially thanks to higher sales than the previous kiosk, but it is also a long term investment in a concept that we are planning to franchise in the future once it is completed,” he added.
Up until 2020, Saudi Arabia was izil’s biggest market, but after the second revamp, opening of the new store and strengthening of its e-commerce portfolio, the UAE is now its primary market.
“The UAE growth was much stronger during the Covid-19 pandemic. Moreover, the implementation of the 15% VAT in Saudi plus stricter rules at the customs made it harder for us to sell in Saudi Arabia (we sell exclusively through e-commerce in that market). However, we still see it as the biggest GCC market in terms of potential and we are taking the necessary measures to develop izil there,” she concluded.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
Snapchat has been betting big on Augmented Reality’s (AR) retail future consideringJune 22, 2021 | By Jibran Chouguley
Union Coop has opened its 23rd branch within the UAE in Jumeirah
Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and
UAE-based Al Maya Group announced that it will be boosting import of
UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu
UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand
Locally owned supermarket Spinneys celebrates 60 years of doing business in the
UAE-based Carrefour will become the first retailer in the region to offer new levels
The Organic Farmers’ Market is back in Bay Avenue for its 12th
UAE-based Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah,
Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones
UAE-based Al Maya Supermarkets is hosting a two-week food festival at select
Laundry brand, Ariel Middle East is bringing their second pop up Pod
Mamaearth, Asia’s first MADE SAFE-certified brand, which offers 100 per cent toxin-free
UAE-based retailer Apparel Group has donated 6,000 pairs of Skechers shoes to
San Francisco-based make-up brand and part of LVMH, Benefit Cosmetics and Tiny
Home-grown beauty Huda Beauty appoints Nathalie Kristo as global CEO. Huda Kattan
UAE-based retail conglomerate Al -Futtaim signs franchise agreement with A.S. Watson Group,
“Brands reliant only on mall traffic might suffer,” emphasises Mouna Abbassy, founder
Luxury beauty brand Faces was prepared for the storm, which came in
Kuwait-based digital fitness start-up, HOT Technologies has successfully closed a $1.1 million
The Middle East beauty and skincare sector is on the road to
Saudi Arabia-based e-commerce beauty brand, Golden Scent has seen exponential growth in