A store of the future


January 7, 2019 | By Rupkatha B

American lifestyle multi-brand concept American Rag Cie has brought its California coolness to Dubai. In September 2018, the first American Rag Cie flagship store opened in the region, in partnership with AW Rostamani Lifestyle, the brand’s exclusive licensee for the MENA region.

Spanning over 8,265 sqft, the American Rag Cie flagship store is located at the new fashion extension in The Dubai Mall. The space has been meticulously utilised to house a multitude of global and home-grown brands as well as an in-store café serving specialty coffee.

From a denim bar to a DJ booth at a vantage point high above the shop floor, from humanoid robot Pepper to interactive digital mirrors, the store is truly next generation. Amidst all these, what truly stands out is the brand’s futuristic core – specialty fashion fused with new-wave of innovation.

Brand founder & CEO Mark Werts and AW Rostamani Lifestyle CEO, Greig Fowler talk to RetailME about making shopping entertaining at America Rag Cie.

“Flower, water, butter, white shirts, blue jeans can all be bought from the couch. Why should we visit shopping malls,” Werts asks. “We will continue to visit malls to be entertained. As retailers, we are in the entertainment business. At American Rag Cie, our idea is to turn our stores into entertainment centres. People who come to The Dubai Mall don’t necessarily want to purchase clothes, what they are all looking for is some form of entertainment. Shopping is becoming a by-product.”

The Dubai Mall store is less than half the size of American Rag Cie flagship on La Brea Ave in Los Angeles. The obvious question is the strategy of such brands to generate revenue per square feet for such massive stores in prime locations. “We work hard,” quips Werts. “On a serious note, we are not in the business of sales only. We are looking to create a community and spark customer engagement that goes far beyond the transaction.”

“We have to create value for every square footage of space,” adds Fowler. “The store that stands today will look very different in the next six months. We are constantly working to change the way we interact with visitors and continue building on experiential shopping. We will soon start organising various in-store events, pop-ups and trunk shows.”

Read the full article in the January edition of RetailME

 

Comments

comments

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Lulu Group partners with Amazon expanding grocery offerings to online customers in the UAE

Abu Dhabi based grocery retail chain Lulu Group has partnered with Amazon 

Continue Reading

November 24, 2022 | By RetailME Bureau
Food Tech Valley partners with Tradeling to boost UAE’s food ecosystem

UAE-government-led initiative Food Tech Valley – announced in 2021 by His Highness 

Continue Reading

November 17, 2022 | By RetailME Bureau
Lulu Hypermarket to open in The Dubai Mall in 2023

Abu Dhabi-based supermarket chain Lulu Hypermarket is all set to open in 

Continue Reading

November 10, 2022 | By Rupkatha B
Beyond Meat’s Q3 2022 results “disappointing”

Plant-based meat brand Beyond Meat’s financial results for the third quarter of 

Continue Reading

November 10, 2022 | By RetailME Bureau
Barakat unveils new biodegradable packaging

UAE’s fresh produce brand Barakat has launched bio-degradable packaging across its entire 

Continue Reading

October 27, 2022 | By RetailME Bureau
Pure Harvest CEO Sky Kurtz

UAE-based agritech start-up Pure Harvest Smart Farms has signed a Memorandum of 

Continue Reading

October 27, 2022 | By RetailME Bureau
Carrefour signed up as anchor tenant for Midtown Project

Carrefour, owned and operated by Majid Al Futtaim – Retail in the 

Continue Reading

October 27, 2022 | By RetailME Bureau
Grandiose Supermarket announces country-wide expansion plans

Grandiose Supermarket, part of Ghassan Aboud Group, has announced expansion plan in 

Continue Reading

October 26, 2022 | By Rupkatha B
100 years of Valrhona

The Valrhona journey began 100 years ago with a cocoa bean. Since 

Continue Reading

October 24, 2022 | By Justina Eitzinger
On-demand grocery delivery in 15 mins

Deliveroo UAE has announced the expansion of its rapid grocery delivery service 

Continue Reading

October 24, 2022 | By RetailME Bureau
Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment

The Ministry of Climate Change and Environment (MOCCAE) revealed that the UAE 

Continue Reading

October 17, 2022 | By RetailME Bureau

Abu Dhabi-based leading supermarket chain Lulu Group has appointed investment bankers Moelis 

Continue Reading

October 13, 2022 | By RetailME Bureau




f
Download Images RetailME Magazine