US lingerie brand Baci set to launch in Middle East

UAE franchise partner United Fashion House plans to open 10 Baci stores by 2016
US lingerie brand Baci set to launch in Middle East
Lingerie is considered a growing retail market in the Middle East, bringing in $171m in 2010
By Elizabeth Broomhall
Wed 20 Jul 2011 12:59 PM

American lingerie brand Baci is set to enter the Middle East
market this year with plans to open 10 stores across the Gulf state by 2016,
the company’s franchise partner said Wednesday.

 “Lingerie is really a
good bet in the Middle East, it’s something that works,” said Manda van Niekerk,
general manager for United Fashion House, franchise partner for the brand.

“They want to give something that is similar to Agent
Provocateur but that normal women can afford.”

The first Baci store will open in Abu Dhabi Marina Mall
before the end of September, with further openings planned in Dubai Mall, Dubai
Festival City, Deira City Centre and Dubai Marina Mall in the near future.

Over the next four years, UFH is also planning stores on Al
Reem and Yas Island.

“I want to concentrate on Abu Dhabi and Dubai first, open
say the first three or four shops here then we will move into the other
emirates,” Niekerk said.

Lingerie is considered a growing retail market in the Middle
East, bringing in $171m in 2010 alone, according to statistics from research
consultancy Euromonitor.

US brand Frederick's of Hollywood Group said it March it
planned to launch at least 10 stores in six Middle Eastern countries over the
next three years.

UFH, which started operations in 2008, holds the franchise
for Greek retail brand Promise and Turkish sleepwear line Rubi. The company
operates five mono-branded stores across the UAE.

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