18 March 2015 – Dune London, one of the UK’s most successful footwear and accessories brands, will unveil a SS15 ladies’, men’s and accessories collection tailored specifically for the Middle East further to two UAE flagship store refurbishments during the 4th quarter of 2014. The brand will be focusing investments on the region in 2015 after a year of key, global store launches.
The success of the brand has been felt globally: the opening of Dune London’s first flagship store on London’s iconic Oxford Street achieved record sales, prompting a second store to open by year end. Internationally, the brand opened its first US store this autumn in Soho, New York at 518 Broadway after testing the North American market through wholesale distribution and launching a dedicated US website. Dune London can be found in retailers such as Nordstrom and Lord & Taylor in the US and Hudson’s Bay Company in Canada. The key openings are a testament to the growing positive reactions towards Dune London’s affordable luxury product offering and impeccable customer service intrinsic to the brand.
In 2015, the company aims to focus its efforts on the Middle East, the brand’s second largest market after the UK, with product specifically customised for the region at competitive price points to launch during the SS15 season. This comes after 2 key store refurbishments in Dubai Mall and Abu Dhabi Mall, showcasing a design which features the brand’s signature reverse catwalk. The design has proven to increase footfall in stores by 30% and recent stores refurbished or launched in the concept have seen double digit growth.
“The Middle East has always been an important market for the brand internationally,” says Ben Jobling, Director of International and Wholesale. “It was the first region we expanded into over a decade ago, and it is where our largest flagship store in the world outside of the UK is located, at Mall of the Emirates in Dubai. We’ve learned a lot about the market and have taken our customer and our franchise partner Apparel Group’s feedback seriously, channelling it into our latest store offering to reflect market desires while staying true to the Dune London signature of trend-led product at an accessible price point with distinctive, high quality details.”
The brand’s offering will answer local demand for a more casual collection across ladies’ and men’s footwear. The company continues to see global growth in men’s sales as the men’s range now accounts for over 25% of the business in the UK. Accessories will also be of focus, seeing 30% increase in UK sales in the past year. A dedicated space in store will showcase the wider range of handbags, purses and small accessories, with new metallic treatments for SS15 and an introduction of premium leather styles. Embellishment remains a strong trend across all ladies’ footwear categories in the market, with tumbled leathers and suedes a focus for the men’s range.
The SS15 range will include a selection of product at attractive, entry-level prices in efforts to open up the accessible yet aspirational offering to a wider audience.