Middle East is Dune London’s biggest region outside the UK

Lawrence Pinto

British footwear and accessories brand Dune London marked the Spring Summer 2020 launch with an improved and embellished range of collections and plans to engage with customers with a renewed online presence across the GCC.

“We have many reasons to celebrate as Dune London has loyal and discerning customers in the region. They eagerly wait for the new seasonal offerings and love the look, feel, materials, palettes and silhouettes we use in the collections,” said Maria Vasconcellos, international marketing communications manager at Dune London.

“Dune London has been operating in partnership with the Apparel Group with whom we have developed a very strong relationship,” she added. “It is our biggest international market and still growing. Even though we are a British brand, we see ourselves today as more of a global brand. The Middle East is a key part of our strategy in terms of expansion, growth and making sure that we get the right type of international exposure. It is important to have a strong partner like the Apparel Group. They understand the market and the customer, and they have done an excellent job in building and expanding the brand in the region.”

Middle East is the brand’s biggest region outside the UK and according to Vasconcellos, and Dune London aims to improve the region’s reach with an e-commerce platform to make it more accessible.

“We want to keep our customers always updated to make them aware of the latest developments at Dune London through our e-commerce sites. We are currently on 6th Street, Apparel Group’s e-commerce platform. Soon we will have Dune London website go live across the GCC. The rollout in the UAE is likely to happen before Ramadan,” she shared.

Dune London also has new store openings scheduled for Kuwait and Saudi Arabia. “The new store in Kuwait is scheduled to open at the 360 Mall, followed by the one in KSA.”

Outside the UK and the Middle East, India is a key market for Dune London. “India is an interesting and unique market. Southeast Asia is also a promising market. Although, we are in good position with our stocks, the current disruptions due to COVID-19 may have ripple effects across the industry in the short term,” she said.