Ruud Gullit stars at The Society Shop opening

The exclusive Dutch menswear brand The Society Shop, on Saturday said it has, in partnership with the Dubai-based business conglomerate Al Aqili Group, chalked out ambitious plans to expand its presence across the Gulf in a phased manner starting with the UAE.

Speaking at the formal opening of its first outlet outside Europe, by the Dutch football legend Ruud Gullit, who is the Brand Ambassador of The Society Shop, representatives of the Netherlands-based company and Al Aqili officials said the expansion was driven by a significant surge in demand for affordable quality menswear products in the regional retail realm.

The new store is located in Dubai Festival City.

Hans Beer, Chairman, The Society Shop, said: “So far we have remained loyal to our European customer base, catering to them for over seven decades since 1934. This is our first step outside the home market and forms part of our expansion strategy to take The Society Shop brand global starting with Dubai and the region.”

He said the appointment of Ruud Gullit as The Society Shop Brand Ambassador was part of this strategy.

“Ruud is well known in the Middle East as well and his consistent professional excellence in football matches our positioning as a brand - a premium brand with emphasis on style, perfection and quality,” said Beer.

“We believe it is the right time to enter because of the exponential rise in the professional consumer class in the GCC and the region, a traditional customer base for The Society Shop world over. In the GCC, and particularly the UAE, economic progress and an expansion of the knowledge economy have spawned a new breed of professionals who are discerning and quality-conscious yet keen on picking an affordable brand.”

The Society Shop is renowned for its sartorial elegance and personalised customisation of its merchandise, and holds a reputation of `restoring the complete wardrobe of men with impeccable finesse and timeless style’.

Replicating its European offerings, the 3,000 square feet Dubai Festival City outlet will have an eclectic range of formal, semi-formal and casual men’s fashion products from suits, jackets and outerwear, to informal wear and accessories like handmade shoes and belts, luxurious ties, shirts, polos, Bermudas, among others.

Abhay Nadkarni, Executive Director, Marketing and Commercial, Al Aqili Retail, said: “The addition of The Society Shop to the Al Aqili Retail portfolio is a significant step in strengthening our retail presence across the UAE and the region. We are focused on acquiring brands that are globally known for marked uniqueness and stand out from the crowd. Going forward, Al Aqili Retail will add more global brands which are known for their strong differentiators.”

Steve Lee, Executive Director, Operations, Al Aqili Retail, said: “There is a very evident need for a brand like The Society Shop, in the regional market with a large number of consumers focusing on elegance, exclusivity and quality, rather than luxury price tags, to maintain their lifestyle. The Society Shop fits in perfectly to this demand scenario because it brings perfection and quality to the fore at affordable price points.”

Nadkarni said The Society Shop outlet is multi-brand and has the most comprehensive range of men’s fashion wear merchandise across categories and this is a unique proposition to the customer.

“Post-recession customers are very conscious of what they spend their money on – the combination they are looking for is products that have a lifestyle quotient yet provide value for money and The Society Shop, is an ideal choice in this demand space,” he said.

The outlet has brands and fabrics from famous Italian houses such as Corneliani, Zegna, Scuderi, Loro Piana and Lorenzini. Luxurious handmade three-fold and seven-fold silk ties, Allegri coats from France, handmade Allegro shoes from Italy, contemporary range of casual wear from Project E of the USA and the unique and innovative range of Vibram’s five-finger technology footwear, are some of the special features of The Society Shop.

The merchandise also includes super luxury range of handcrafted onboard luggage and briefcases from Henk.

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