by Brian Lipton


Abercrombie & Fitch will open its first store in the UAE at Dubai’s luxury shopping center, the Mall of Emirates, on December 26. The 18,000-square foot store is being opened pursuant to a joint venture between Abercrombie and Fitch and Majid Al Futtaim Fashion, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa.

The Dubai opening marks several firsts for the brand, including a newly designed concept store, including a stand-alone fragrance boutique and a carve-out for the company’s kids brand.

The teen-oriented retailer has gone through major repositioning in the past year, moving away from its sexualized imagery to broaden its customer base. Same store-sales were up in the most recent quarter, and its stock has rebounded from its mid-year low point.

The new location is the brand’s third store in the Middle East, following the opening of two stores in Kuwait in early 2015. “International expansion in key growth markets remains a priority for Abercrombie & Fitch and we are delighted to bring a new store to the Middle East,” said Michael Scheiner, senior director, Marketing & Communications at Abercrombie & Fitch. “We know that there is a strong affinity for our brand in this part of the world, and we are excited to continue our development in the region in partnership with Majid Al Futtaim Fashion.”

“There is significant demand for Abercrombie & Fitch in the Middle East and the UAE is a natural fit for the brand,” added Rajiv Suri, CEO Majid Al Futtaim Fashion.