Complex Made Simple

AllSaints makes regional debut in Mall of the Emirates

High-end British fashion brand, AllSaints, is opening its first store in the Middle East at the Mall of the Emirates, Majid Al Futtaim Fashion announced on Thursday.

The fashion retailing arm of Majid Al Futtaim (MAF) Group is the brand’s exclusive regional partner of AllSaints. MAF is the developer and operator of Mall of the Emirates, where the new store will open on September 28.

A statement released by MAF Fashion stated that the new 6,000-square-foot AllSaints store will be located at the shopping mall’s new extension and will open its doors featuring the brand’s new Autumn 2015 collection.

Progressive spirit

The Dubai store will be the first to feature AllSaint’s standalone non-apparel concept, debuting the “Capital Collection”, which features 50 styles of handbags, including totes, bucket bags, satchels and clutches.

This marks the brand’s celebration of its 21st anniversary and is a testimony to its adaptive skills to survive the ever-changing world of fashion retail.

“We are pleased to introduce AllSaints’ unique approach to retail to this incredibly important region,” William Kim, the brand’s CEO, said.

Other AllSaints’ activities that testify to its progressive spirit include the brand’s recently announced partnership with Amazon, through which the brand saw a nearly instant spike of its conversion rate, which reportedly jumped to 34 per cent.

The brand also recently announced plans to open a new location in Hawaii next April.