It brands itself; ‘Like no other store in the world,’ – and from today, Dubai shoppers will be able to judge for themselves.
US retail giant Bloomingdale’s on Monday opens its first store outside the US in The Dubai Mall, a 200,000sq ft emporium that bridges fashion, accessories and homewear in a $73m investment with UAE-based luxury retailer Al Tayer Group.
The twin stores, Bloomingdale’s first overseas venture in its 138-year history, aim to replicate the shopping experience of the group’s mammoth flagship Manhattan store, complete with the shop’s signature black and white chequered floor, and infamous ‘little brown bag’.
“It’s not shopping, it’s theatre,” said Michael Gould, chairman and CEO of Bloomingdale’s. “We’re not just another designer store. It’s about our brand DNA here. We appeal to a younger, more contemporary audience and we’re a store that preaches approachability. Shopping here is a social occasion – this is entertainment.”
In the heart of The Dubai Mall, Bloomingdale’s upscale main store stretches across three levels, taking in fashion, beauty and accessories. Many of the brands on sale, from Illamasqua cosmetics to Denim and Thread, to McQ by Alexander McQueen, are exclusive to the Dubai store, and will be offered alongside longtime luxury favourites such as Gucci, YSL and Jimmy Choo.
The shop doesn’t only offer high-end chic, but stocks a range of lower priced brands.
“From Coach at one end, to Gucci and Botteger at another end of the business. From Clinique in cosmetics, to La Mer. We are not just a designer store,” said Gould.
Also on offer are private beauty salons for men and women, a personal shopping service – branded ‘At Your Service’ – the Forty Carrots frozen yoghurt bar, straight from Bloomingdale’s New York, and a Bloomie’s coffee bar. And all staffed by more than 500 staff from 40 nationalities.
A step across the mall is the brand’s home store, which stocks everything from bedding to cookwear, to custom furnishings, by way of live cooking shows in a dedicated kitchen.
Also featured in the store’s ‘Street of Shops’ is an ice-cream parlour, art gallery and the hotly anticipated Magnolia Bakery, of ‘Sex & The City’ fame.
It is, said Shireen El Khatib, CEO of Al Tayer Insignia; “A shopping experience like no other.”
Established in New York city in 1872, Bloomingdale’s operates 40 stores spread coast-to-coast across America, and has annual sales of $2.46bn. The department store chain is a brand of Macy’s Inc.
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