Chalhoub Group announces new children’s concept Level KIDS


February 15, 2016 | By RetailME Bureau

Luxury retailer Chalhoub Group has announced the launch of Level KIDS, the second ‘Level’ concept – after its highly successful Level Shoe District at The Dubai Mall launched in 2012 – that is dedicated to children’s luxury.

Level KIDS will be part of the ‘Level’ master brand, which aims to be the international luxury reference for the group’s owned retail concepts across several mono-categories and formats. Each Level store offers a unique luxury experience in international curated category shopping, while being simultaneously dynamic, fashionable, expert and distinctive.

With the launch of Level KIDS, at Meraas’ City Walk, early this year, Level aims to add yet another single category concept, aspiring to become the international reference in the children’s luxury category.

Spanning over 107,639 sqft with more than 200 brands, Level KIDS will be the first concept of its kind devoted to children aged from 0-to-12 years, offering a comprehensive selection of children’s wear, shoes, accessories, toys and specialised services under one roof.

The Level KIDS concept store will extend over three floors – one dedicated to premium luxury brands; one to contemporary designers, which also features a shoe area; and a third floor dedicated to urban trend brands with a specific area for newborn and nursery products.

Level KIDS will also offer specialised services ensuring an enjoyable experience for both the kids and their parents, including spa, photo studio, birthday room, interactive classroom, a VIC room (Very Important Children), concierge and kid’s play area as well as a custom gifting area. In addition, the store will feature two internationally renowned restaurants.

“Over the past six decades we have built an intimate knowledge of the region and an understanding of our guest expectations. We are very excited about this new project, responding once again to a gap in the market and the demands and needs of our consumers. Our aim is to create a fashionable, wonderment, playful and quintessential destination for both the parents and their kids, which is set to become the international reference for the children’s luxury retail space,” says Patrick Chalhoub, co-CEO, Chalhoub Group.

“We have been fortunate to be part of this region and its evolution and we want to make sure that we always offer our consumers the best in choice, experience and service,” he adds.

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