Clothing, group brand,, openings, GCC’s, first fashion, lifestyle, phygital, store, Dubai

India: GCC’s leading fashion e-commerce destination, opened the GCC region’s first-ever fashion-focused phygital store; an innovative technological space where online shopping converges with a physical store.

Located in the Dubai Hills Mall, the store is the future of retail, offering customers an integrated omnichannel experience with the benefits of online and in-store shopping. It is owned by Apparel Group, the global fashion and lifestyle retail conglomerate headquartered in Dubai.

Speaking at the store launch, His Excellency Omar bin Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy and Telecommuting Applications, said: “The first physical store in is a testament to the UAE’s leadership in future technologies and a reflection of the country’s status as a global trade and tourism hub. Featuring groundbreaking artificial intelligence applications, it is part of a new generation of smart retail brands that are boosting traditional industries and simultaneously strengthening the country’s digital economy.

Dharmin Ved, Founder and CEO of said, “After a year-long learning journey, our smarter retail concept is ready to welcome shoppers. We have invested in digital transformation not only to drive revenue growth, but also to streamline efficiency across the value chain.

The store offers tangible proof of how AI and machine learning can be harnessed to create an exciting new store format as well as create new opportunities for the retail industry, delivering advantages in terms of speed, cost and durability. The stimulating ecosystem created by the government of the United Arab Emirates allows ambition and innovation to thrive, so it is only fitting that we are launching our first phygital store in Dubai.

Customers of the store can use tablets to browse, select and add items, just as they would when shopping online on the app. They can be tested at the station or in a dedicated fitting room, where an interactive screen allows customers to swap sizes, ask for help and select their purchases. Customers can touch and feel the products, and enjoy the social aspect of shopping, without facing the challenges of long shipping times, limited in-store inventory or checkout queues.

Located on the ground floor of Dubai Hills Mall, the 7535 sqm. ft store is equipped with 38 shelves and 7 fitting rooms. Customers are guided through the unique shopping experience by ten on-the-floor fashion advisors. The phygital store holds seven times the inventory of a regular store, with almost every brand available on the app in the UAE, such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas , Nike, Dune London, Aldo, Toms and more.

“ will continue to push the boundaries when it comes to delivering unique experiences to our customers. We anticipate that the phygital store will be embraced by tech-savvy residents of the UAE,” concluded Dharmin Ved.

The store demonstrates the UAE’s leadership in future technologies. Redefining retail in the region, the store combines physical format with digital shopping conveniences to deliver an immersive customer experience. Shoppers will have access to over 1200 brands available on Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms and more. is an omnichannel fashion e-commerce destination that features high street fashion and beauty brands in the United Arab Emirates, Saudi Arabia, Kuwait, Oman, Bahrain and Qatar. Being one of the largest footwear destinations in the GCC region, offers the latest collections from over 1000 international brands such as Tommy Hilfiger, Calvin Klein, Dune London, Charles & Keith, ALDO, Crocs, Birkenstock, Skechers, Levi’s, Nike, Adidas, Rituals, Inglot among many others. The online platform also offers free 100-day returns in-store and online, cash on delivery and click & collect option with real-time integration with 1337 stores.

Download the 6thStreet app on iOS and Android and follow @shop6thstreet on all social platforms to stay up to date with the latest trends.

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2,010 retail stores and 78 brands across all platforms while employing more than 17,300 multicultural employees.

Apparel Group has built a strong presence in the GCC and expanded thriving market gateways in India, South Africa, Singapore, Indonesia, Thailand and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt and the Philippines.

Apparel Group has created an omnichannel experience, leveraging brands from the United States, Canada, Europe, Australia and Asia. Brands include big names in fashion, footwear and lifestyle such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot and Rituals.

Apparel Group owes its incredible growth to the vision and guidance of its dynamic Founder and President, Ms. Sima Ganwani Ved, who has propelled the company ever stronger since its inception over the past two decades.

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