Fashion Jardim opens its first physical store in Dubai
The beachwear and resort retailer Fashion Jardim opened its first physical store in the city of Dubai, located in the United Arab Emirates. The company is the biggest representative of Brazilian brands in the region, marketing pieces from several participants of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (The Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Exports and Investments Promotion Agency).
With a selection that includes labels like Amir Slama, Blueman, Skazi, and Karla Vivian, the creator of Fashion Jardim, Dina Ghorayeb, explains that she selects her pieces according to the taste of her customers. “I choose based on consumers, and I try to have styles that cover all ages and sizes,” she explains.
The boutique is located in Dubai’s Financial Center, at the Gate Avenue mall. According to Dina, the location is strategic, right at the city center. In addition to the store, the brand launched a website and sales channel through Instagram.
The creator explains, however, that the physical space offers a special experience for customers. “People like to try and feel the pieces, so having a physical space makes it easier to buy for Dubai residents, and for tourists passing through the city,” she says.
Fashion Jardim at Galeries Lafayette
Before having its space on Gate Avenue, the brand already had a showroom in another mall and, in 2019, participated in a pop-up store at Galeries Lafayette in partnership with Texbrasil.
The event was available for two months and featured numerous Brazilian brands, which are already successful in the region. Only on the first day of operation, the pop-up had R$ 70 thousand in sales.
The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector developing strategies to conquer the global market. Over almost 20 years, it has helped around 1600 brands to enter the export trail, generating USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Exports and Investments Promotion Agency (Apex-Brasil).Fashion Jardim