Following the success of a yearlong pop-up at Westfield White City, the Saudi Arabian fashion label has unveiled a permanent location in the mall.
here, signaling its ambition to expand beyond the Gulf region, where the brand has six stores.. The positive sell-through and feedback led to the mall offering the brand a permanent, 1,100-square-foot space on the ground floor with neighbors such as Hugo Boss, Tory Burch, Longchamp and APM Monaco.“I think Westfield appreciated that we brought something fairly unique to their shopping mall,” said Miles Young, who has served as managing director of Leem since March 2020.
“Paris has been fantastic learning for us because we’ve got buyers coming from all around the world looking at the products and giving us feedback on the product, which we can take on board and we can adapt if we needed to. The general feeling is that the product is different from a lot of other businesses out there. There’s a certain taste and a certain design to our brand, which we are very proud of,” he said.
“We want to expand in a very considered manner. You test the market with your e-commerce business. If you get a positive response from it, then it would support bricks and mortar. And then, once we go into a country, we need to create at least a degree of critical mass for stores. It’s pointless just to have one store,” he said.
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