Luxury retailer Rivoli Group introduces premium fashion brand Eden Park to the UAE

There is a rugby shirt for every occasion. This was the simple premise on which former rugby players Franck Mesnel and Eric Blanc based their creation on for Eden Park, a premium clothing brand.

"The Rivoli Group is always looking at bringing the best brands to customers, which are not available in the UAE. Eden Park is one such coveted brand for Dubai's fashion conscious.

The Rivoli Group was especially interested in associating with Eden Park as the brand aptly mirrors the brand ideals and inherent values of our company.

With Eden Park we continue to broaden Rivoli's portfolio and reinstate the group's position as a top luxury retailer," says Adel Zarouni, Managing Partner, Rivoli Group about acquiring the franchise for Eden Park in UAE.

"With two decades in the business and over 50 stores in France we were eager to expand the brand to other target markets like the Middle East and Far East. We were actively seeking new partners in the key overseas markets where we have found there is a real appetite for the Eden park brand.

Many countries despite not being rugby playing nations appreciate both the story behind the brand and our high quality fabrics and design. We found in the Rivoli group the right partner to achieve a successful launch of the Eden Park brand in the UAE," says Franck Mesnel, who is in Dubai for the first time.

The brand was created in 1987 as an extension of Mesnel and Blanc's creative and sporty spirit and has today become a fashion statement which is unique and constantly elegant. Named after rubgy's most popular stadium in New Zealand and created by former rugby champions, Eden Park certainly glorifies the sport.

Even the brand's logo was conceptualized from the memorable French Rugby Championship final played in 1987, with all players wearing that signature "pink bow tie" around their necks.

The clothes, accessories and fragrances from Eden Park highlight this very essence of the brand - a mix of elegance with eccentricity.

The Eden Park collection is available in four distinctive lines - the Team line up (with clothes that declares its strong affinity to rugby); Club House (a range which defines refined casualness); EP (the brand's designer label which gives the rugby shirt a new definition each time) and Town (for the more formal look). In Dubai the collection concentrates primarily on the men's collection.

Dubai's first Eden Park store is fittingly located in Dubai Festival City, one of the most luxurious shopping centre's in the city, renowned as a premium fashion hub.

The store quintessentially reflects the brand's style statement that is signature to every Eden Park boutique across the globe. There is also a "historical" window display made up of cups and trophies, signed rugby balls, photos of rugby players and other rugby memorabilia, which reiterate the origins of this brand in the sporting world.

There will be further Eden Park openings in the Middle East with an additional franchise Kuwait and Qatar later this year.