DWELL re-strategises brand positioning


March 4, 2019 | By Rupkatha B

In 2003, Abu Dhabi-based retail group LIWA Trading Enterprises launched a homeware brand called DWELL, with a strong focus on bedding, bath linens and complementary product categories. Over the years, the brand grew, currently boasting an eight-store network in the UAE – including Dubai, Abu Dhabi and Al Ain – in addition to Bahrain and Qatar.

“The brand, however, has gone through a fair bit of turbulence,” revealed Fiona Graham, business manager for DWELL, during an exclusive interview with RetailME.

Overall, the business required care, nurturing and, importantly, innovation. The brand realised the need to better engage with its customers and decided to work on a new store concept, which was rolled out in Marina Mall, Abu Dhabi. “The redesigned store has been trading since November 2018, and the results have been fantastic,” Graham stated.

“Since its launch, this is the first big refurbishment that DWELL has undertaken, in terms of product assortment and design. The store is clutter-free, with product lines organised in a manner that is easy for customers to spot. The idea was to implement a store design and plan visual merchandising in a manner that befits our brands and customer base,” she explained.

The new store concept has led to a spike in average spend per person in Marina Mall store, which hovers around AED580 versus AED380 in the non-renovated stores, as of the first week of February 2019.

DWELL’s overall sales also increased by 28% over the last year. “A major driver has been week-on-week promotions at the non-renovated DWELL stores, since we have enough volume that helps us to maintain a healthy margin,” Graham observed.

Along with the new store design, the product mix has also restrategised. “While accessories are a small part of our business, we have expanded it,” Graham elaborated. “It now drives 7% of the sales mix in Marina Mall versus 2% in the non-renovated stores. Compared to the same period last year, the category has increased 66% in value terms. Home fragrance is a new category running at a 5% sales mix, which has grown 800%. The bath category drives 19% of the mix, 25% up on sales over last year. Bedding continues to be one of the biggest categories within DWELL, accounting for 66% of the mix.”

The article has been published in the March edition of RetailME

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



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
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

World’s largest fully integrated online brand in fresh fish and meat e-commerce 

Continue Reading

December 14, 2020 | By RetailME Bureau




Download Images RetailME Magazine