ComoCulture

COMOCULTURE – Current Feature – Issue 125


Launched earlier this year in Iran, ComoCulture has begun its journey towards establishing itself as a dynamic destination for the young, urban customer. Here, RLI sits down with Founder and CEO Peter Castella to discuss the origins of the brand and what lies ahead…

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COMOCULTURE, a new brand for 2017 is looking to entice customers to its unique destination to shop the latest fashion jewellery, watches, beauty, skincare, cosmetics and lifestyle products. Designed to be original and exclusive, the label wants to present key fashion brands and trends in the categories it provides to its clientele. The brand aims to inspire its customers by constantly bringing up-and-coming brands, collaborations, designs and ideas to its locations, making the COMOCULTURE experience forever interesting.

“Since launching, we have signed partnerships in Qatar and the Kingdom of Saudi Arabia (KSA), and we are looking to open offline kiosks and stores in the UAE this fall.”

Peter Castella, Retail Founder & Chief Executive Officer, COMOCULTURE and Norgroup

The new brand initially opened in Tehran in February and was developed by Norgroup Retail, a company based in the United Arab Emirates (UAE) which is an evolving retail and digital organisation focused on providing customers with new products and destinations which are unique, attractive and innovative. “Since launching, we have signed partnerships in Qatar and the Kingdom of Saudi Arabia (KSA), and we are looking to open offline kiosks and stores in the UAE this fall,” says COMOCULTURE and Norgroup Retail Founder and CEO Peter Castella. “We now have 20 brands signed up within our four main categories of design & fashion jewellery, fashion watches, beauty and lifestyle for our online store.”


TAKING THE FIRST STEPS

Alongside these brands that are signed up, COMOCULTURE are also developing its own designed watches, jewellery, gift cards, scent candles, fragrances, notebooks and hand and body care offerings to be a part of its own core offer. To date one standalone store is in operation in Palladium Mall in Tehran, however more is in the pipeline. Upcoming stores will be opened in Landmark Mall in Doha and Doha Festival City in Qatar with its partner Al Mana group. Next, additional stores will open in KSA, where focus will first be on Riyadh in the first phase of expansion, followed by the UAE and Bahrain.

“After this we want to focus on large growth markets that have an appetite for new experiences and brand portfolios. We will look mainly at the Middle East, Asia, South East Asia, India, China and perhaps Africa later on.”

Peter Castella, Retail Founder & Chief Executive Officer, COMOCULTURE and Norgroup


As well as this, some of the brands COMOCULTURE represents are sold in Galleries Lafayette in Dubai Mall, Robinsons in Dubai Festival City and Sayidaty Mall in KSA. “We are an ambitious brand and in the next two to three years we will have opened stores in China, India and Turkey with strong and skillful local partners. We are targeting key cities to begin with and we will expand the brand from there, explains Castella. “After this we want to focus on large growth markets that have an appetite for new experiences and brand portfolios. We will look mainly at the Middle East, Asia, South East Asia, India, China and perhaps Africa later on.”Although a very new entrant to the market, COMOCULTURE and Castella have clearly identified the target customer, one that is a trendy, fashion, healthy and active individual who likes to be an early adopter of new items and trends. Whilst the target customer is predominantly young women, there will also be offers for men.


For the full article, please see the July/August 2017 issue or subscribe here