Page 23 - RLI February 2019

AMBASSADORS

OF FASHION

The most recent store opening was a Sfera store, a men’s, wardrobe staples. The portfolio attracts a broad scope of
women’s and children’s Spanish brand offering ready-to-wear people, but the core consumer profile is someone that
collections in Mirdif City Centre which was launched back is fairly trend led, someone who is price conscious and
in August. The Sfera brand initially arrived in the region in someone who appreciates the in-store experience.
2014, with the first store opening in Yas Mall, Abu Dhabi. Due “We feel we retain our customer because they believe
to its popularity and success in the capital, it was deemed we offer a better service and value for money than other
necessary that an additional store should be opened in Dubai. businesses in the market. By firmly keeping our focus on the
Another significant project for the company has been to product in terms of quality and consistency, this ensures that
elevate the long-standing Zara store in Marina Mall, Abu Dhabi the customers return on a regular basis,” says Bolly.
to a flagship store for the area. The 3,000sq m is in line with the Key drivers behind the brand’s success to date include
new Zara guidelines and features four distinct sections, with a a passion to get the correct “THE COMPANY CURRENTLY
dedicated area linking women’s, men’s and kids together. product for the region and
“Looking forward we have a commitment to our brand the consistency in what is REPRESENTS SEVEN MAJOR
partners, to consider the environmental impact of our stores. being offered on the shop EUROPEAN BRANDS AND OPERATES
As a group, we are working towards ensuring our stores are floor, a strong back bone of
eco-efficient by 2020. As a retailer we do have a responsibility well trained and informed 37 OUTLETS ACROSS THE UAE, QATAR,
towards eco-efficiency and it is something that we would like staff, combined with a robust OMAN AND BAHRAIN”
to implement in our region,” comments Bolly. leadership model and a focus
All of the group’s brands are active on social media in on the quality of the clothing, and accessories being sold, plus
order to better communicate with its customers and maintain a a fair and accurate pricing system.
constant online presence. Bolly feels that social media is a So what lies ahead and what does Bolly perceive to be the
Established at the start of the new millennium, the Dubai remarkable platform to maintain brand awareness and it greatest challenge facing both you and the group as a whole?
allows them to analyse the needs and wants of the “Looking ahead in 2019, we are working on the integration
Holding Group is an energetic and fast growing retail company’s consumers. of the online business model to ensure a seamless transition
Operating across the MENA region, there is a diverse and we will continue to focus on the brands we have in place,
organisation that represents major fashion franchises in customer-base that accesses the range of brands DHG pos- to push sales while still maintaining a consistency in the quality
the Middle East. Here, RLI sits down with company CEO sesses, with each of the brands offering something slightly of products we are selling to ensure we go above and beyond
different, from very fashion forward pieces to more classic
to exceed customer expectations,” says Bolly.
Jean Michel Bolly to discuss the history of the company
and what its ambitions are for the future.

he aim of Dubai Holding Group is to bring The past year presented its own series of challenges that
world-renowned and exclusive brands to style the group has had to tackle head on, and they have had to
conscious customers throughout the Gulf region, take into account how the business was affected by a number
Tcatering for men, women and children alongside of factors including the introduction of VAT and the current
its homeware offerings. economic issues which has affected retail on a global scale.
It has set its sights on becoming the MENA region’s “As a result of these factors, our primary focus has been
leading ambassador for international retailers and is continually to consolidate the business by reducing store outlets that
working closely with suppliers to deliver the unique brands were not profitable and assessing and realigning rental
and fashion that customers want to see in the MENA region. conditions – taking a more strategic approach to how we
“The company currently represents seven major operate,” explains Bolly.
European brands and operates 37 outlets across the UAE, In recent years a key target area for DHG has been to
Qatar, Oman and Bahrain,” says Dubai Holding Group CEO maintain a strong staff base, and they have invested back into
Jean Michel Bolly. “These include Women’secret, Gerard its employee’s with ongoing training programs, internal promo-
Darel, Stradivarius, Sfera, Promod, Zara and Zara Home with tion and quarterly development opportunities. The company
Sfera being the newest brand that we launched into the has also invested heavily into software development to greatly
region back in 2014.” improve stock handling to be aligned with its European partners.

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