In a move that underscores the growing synergy between global fashion houses and Middle Eastern retail powerhouses, Jashanmal Group has unveiled the latest United Colors of Benetton store inside City Centre Bahrain.
This opening is a new chapter for the Italian fashion brand as well as a significant milestone for Jashanmal Group. A family-format concept, the store offers collections for women, men, and children, bringing Benetton’s signature styles to one of Bahrain’s most prominent retail destinations.
A Partnership Rooted in Legacy and Innovation
With over a century of retail heritage, Jashanmal Group continues to be a major conduit for premium global fashion in the Gulf. The addition of United Colors of Benetton, one of the world’s most recognisable fashion labels with a network of 5,000+ stores globally, reinforces Jashanmal’s commitment to bringing international lifestyle experiences to regional consumers.
“We are pleased to introduce a global brand like United Colours of Benetton to our Bahrain audience,” said Shuja Jashanmal, Group CEO of Jashanmal Group. “The opening of United Colors of Benetton’s new store at City Centre Bahrain mall marks an exciting milestone for Jashanmal Group as we continue expanding our premium retail portfolio in Bahrain. This store embodies Benetton’s vibrant spirit, offering a dynamic shopping experience that celebrates colour, innovation, and inclusivity. As a legacy brand committed to bringing global fashion to the region, we are confident that this new store will resonate with our customers and further strengthen our partnership with Benetton.”
Designing for a Changing Consumer Landscape
The store concept, titled “We Are Colors”, reimagines Benetton’s iconic palette into a spatial experience. From a colour-drenched ceiling and cash desk area to vibrant fitting rooms, every element is engineered to be immersive and sensory. Floor-to-ceiling windows and an open façade maximise visibility and natural light, while a modular layout enables flexible product storytelling. This approach is in line with modern visual merchandising trends.
By putting colour and creativity at the forefront, the store speaks directly to Benetton’s brand DNA: fashion that’s bold, inclusive, and socially conscious. As part of a brand that has historically sparked cultural conversations, this new Bahrain outlet also aligns with Benetton’s broader commitment to sustainability, human dignity, and progressive retail transformation.
Regional Retail Momentum
City Centre Bahrain, a high-traffic destination in the kingdom’s retail ecosystem, provides a strong launchpad for Benetton’s Middle East footprint. As shopping centres continue to double as lifestyle hubs across the Gulf, brands like Benetton are adapting by investing in experiential design, seamless collections, and digitally aware formats.
This opening is also part of Benetton’s global retail investment strategy, which prioritises key urban and mall locations for enhanced customer engagement.
Bold Pivots
While United Colors of Benetton planned on closing around 400 stores globally in 2025 as part of a major restructuring to return to profitability, the opening of its new store in Bahrain signals a strategic pivot. Instead of a full retreat, the brand appears to be exploring growth opportunities in high-potential markets like the Middle East. The Bahrain launch reflects Benetton’s focus on regions with strong retail potential, balancing global consolidation with selective expansion to sustain long-term brand value.
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