Thread by thread

Jacques Rheeder, Managing Director, Threads ME has taken the company to great heights under his leadership and today Threads ME caters to more than 65 schools and two hundred thousand customers across UAE. However, he admits that their line of business is not so trending, and it does not obey any fashion rules. In fact, school uniforms are one of the most ordinary attires that is more of a necessity. So, keeping it interesting is the toughest job and that is when the idea of taking ordinary to an extraordinary podium comes into play. 

Rheeder mentioned that to establish the idea of Threads ME and create its dominance in the market it was important to highlight innovation in a very different way. Just saying product innovation or highlighting the fabric or make was not enough, but what was important was to establish the people-centric approach of the company. This is how Rheeder and his team began to rule the aisle and win the market.

He highlights the aspect of technology adaptation and brings to the front the varied innovations the team has seamlessly weaved into the system to offer the customer ‘checkout in a breeze’. It is no more about waiting for your turn or queuing at the checkout, but what sets Threads ME apart is their customer experience. This works more like a drive-through concept, and this reduces wait time and helps customers pick, pay, and leave.

This quick-service format makes Threads ME stand out among its competitors and is the secret sauce for the team in making the brand become extraordinary every step of the way. Hear him speak business and about the trends of the industry here.