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Wed 22 Feb 2017 12:58 PM

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Mini Exchange rebrands as

Dubai-based e-commerce business unveils new lifestyle shopping hub for women.

Mini Exchange rebrands as will offer a fast shopping experience, with over 1,000 top brands and carefully curated products.

Mini Exchange has announced that it is rebranding as, a curated lifestyle hub for women to discover, interact, engage and shop their everyday wishlists.

Sarah Jones, the company’s CEO who founded Mini Exchange as an online marketplace for childcare products in 2014, explains that she is now growing the brand portfolio to include homeware and beauty, thus paving the way for the website to evolve into a lifestyle shopping hub for women in the Middle East.

Timing the move to coincide with a revamped website, expansion into Kuwait and Qatar and an app offering due later in the year, will offer a fast shopping experience, with over 1,000 top brands and carefully curated products.

“We have so much to offer on the website, we are still award-winning when it comes to our mother and child offering but we are so much more than that now,” says Jones.

“We are a lifestyle hub for all women, whether they want to buy a KitchenAid, stock up on Water Wipes, try the latest Nip+Fab sensation, test out the hottest yoga pants or just discover something new.

“Mini Exchange isn’t disappearing, just developing to become more inclusive of the brands we now proudly stock. We are offering users the chance to shop their everyday wishlists, to access a curated lifestyle they want to be a part of. We’re escapism and fulfilment all in one; exciting, fresh, fast paced and fun.“ will unveil more highly covetable brands later this year, in addition to the introduction of shoppable content to capitalise on the growing trend of consumers not only wanting to shop, but to gain ‘added value’ from their purchase and be part of an online lifestyle community.

Prior to founding Mini Exchange, Jones had a successful career in finance, starting with her placement at Deloitte London in the retail M&A team which led to an international secondment in the Middle East just a few years later.

Jones has been awarded the Small Business CEO of the Year Award, and listed in Arabian Business’s 50 Most Influential Brits in the UAE.

Mini Exchange was selected for Google’s prestigious BlackBox accelerator programme in Silicon Valley in 2015.