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Koton proves fast-fashion is big business

The brand expands its presence across the UAE, opening new stores in Dubai Marina Mall and Abu Dhabi Mall and increasing its floor space in Dubai Mall

Koton, the international fashion brand owned regionally by Landmark International, has recently expanded its presence across the UAE, highlighting the continued profitability of fast-fashion. After having invested 4.2 Million dhs in the UAE into the brands expansion in 2010, there are now nine stores across the country, with the most recent opened in Dubai Marina and Abu Dhabi Mall.
In 2010 the brand’s market performance was exceptional and exceeded sales targets with a 17% growth in revenue, highlighting its growing popularity and reflecting a return in consumer confidence to the market.

To cater to the ever-increasing popularity of the brand, Landmark International also increased the size of its Dubai Mall Store, bringing Koton’s total floor space across the region to 140,400 sq ft, an increase of 17%.

According to Emma Barber, Head of Business at Koton, “Customer response to recent collections in store has been really positive showing that Koton is really getting it right when it comes to fast-fashion. We believe that the retail sector will continue to improve throughout 2011 and our recent expansion is intended to cater to this demand. The stores have been designed to provide customers with a pleasant shopping experience following research on making best use of floor space and creating the right ambience in store ambience. We hope that they enjoy the new stores.”

In 2011, the brand is looking to open further stores in Saudi Arabia and UAE, with strong growth projected for the rest of the year.

Miles Young, general manager at Landmark International added: “Last year was a very positive year for Koton, showing like for like growth. On this basis, we were able to open new stores in all territories. This growth will be continuing in 2011 as testament to the brand’s popularity within the region, demonstrating Landmark International’s continual commitment to develop fashion brands across the GCC. ”

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Megan Batchelor
Executive features editor at The CEOWORLD magazine and lover of reality TV. I eat cereal for breakfast, lunch and dinner.