Apparel Group’s 6th Street ramping up digital transformation

April 9, 2020 | By Rupkatha B

Retail conglomerate Apparel Group’s e-commerce arm 6th Street is focused on digital transformation to make its omnichannel operations even more efficient in the face of a completely ‘new normal’, driven by the on-going COVID-19 crisis. At a time when brick-and-mortar stores have temporarily closed in the UAE and most GCC countries, except the essential segments, 6th Street is leveraging its online channel to meet consumer needs.

“We are utilising our store teams to ramp up on digital transformation and have been able to drive a huge change in the last couple of weeks,” shares Dharmin Ved, CEO, 6th Street.

Have you seen a spike in orders on 6th Street? Which categories are most popular?

Ved: We have seen a significant surge in our orders. The biggest growth is coming in the kids and home categories.

How much increase in sales are you seeing on 6th Street, especially since brick-and-mortar stores temporarily closed?

Ved: We are seeing double-digit increase in sales on 6th Street.

How are you ensuring timely fulfillment of orders? Have you waived off delivery charge? 

Ved: We are constantly adapting to every changing situation. We have opened warehouses in all the GCC countries to serve our customers. Even before the crisis, we were always offering free delivery for our customers.

April Website Banner

Our April e-edition is out! Request your copy.

Are you encouraging contactless payment?

Ved: Yes, we are encouraging customers to prepay for their orders so that our delivery personnel can leave the package outside the customer’s doorstep, therein providing a complete contactless experience.

What kind of challenges are you facing currently?

Ved: With the ever-changing scenario, no day is the same, we have had to constantly adapt which has been difficult. But we have been able to do this brilliantly with the teams stepping up and everyone gearing up for a new journey that we as 6th Street are undertaking.


For all the latest retail news from Middle East, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube page.



Previous Article Next Article


The long weekend might be over but the Etisalat Beach Canteen 2021 

Continue Reading

December 5, 2021 | By RetailME Bureau

UAE gears up to celebrate this year’s National Day celebrations in the 

Continue Reading

November 28, 2021 | By Zubina Ahmed

UAE-based Etisalat Group has signed an agreement with elGrocer, a leading online 

Continue Reading

November 18, 2021 | By RetailME Bureau announced that the 11.11 sale is back once again this year 

Continue Reading

November 8, 2021 | By RetailME Bureau

Abu Dhabi Cooperative Society’s COOP City store is now open in Lake 

Continue Reading

November 3, 2021 | By RetailME Bureau

Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau

Download Images RetailME Magazine