Dolce & Gabbana has unveiled an ambitious expansion plan in the Middle East, with a sharp focus on taking advantage of the burgeoning market opportunities in Saudi Arabia.
At the heart of this expansion is the launch of a new flagship store in Riyadh, Saudi Arabia’s capital and commercial nucleus. In a strategic move, the luxury fashion brand is entering into a partnership with the Diriyah Company, a state-owned entity tasked with the restoration and development of the historical Diriyah area.
Saudi Arabia is a country to which we have always looked with keen interest for its entrepreneurial and economic dynamism, as well as its ancient culture,
remarked Alfonso Dolce, CEO of Dolce & Gabbana. He elaborated on the brand’s cautious yet respectful approach to the Saudi market, emphasizing its positive response to new initiatives and openness to innovation.
Market research by Euromonitor International suggests that the Gulf region, with the United Arab Emirates and the relatively untapped Saudi market at the forefront, is poised for significant post-pandemic growth. Notably, Saudi Arabia boasted over 117,000 millionaires in 2022. Crown Prince Mohammed bin Salman has voiced his ambition for Riyadh to emerge as one of the top ten wealthiest cities globally by 2030.
A key driver of luxury brands’ interest in Saudi Arabia is Vision 2030, unveiled by Crown Prince Mohammed bin Salman in 2016. This initiative seeks to diminish the Kingdom’s reliance on oil, focusing instead on enhancing the retail and tourism sectors.
In line with this vision, Dolce & Gabbana is set to inaugurate a 2,000-square-metre experiential venue at Bujairi Terrace in Diriyah, a UNESCO World Heritage site. This immersive retail space will feature a range of offerings including ready-to-wear, accessories, fragrances, and a dedicated Dolce & Gabbana Café, reflecting a holistic business development strategy in Saudi Arabia, particularly Riyadh.
The brand’s new flagship store will take its place at Via Riyadh, a luxury hub managed by Sela, a local firm specializing in event and destination management. In addition to hosting renowned restaurants and high-end boutiques, Via Riyadh is anticipated to welcome more Dolce & Gabbana stores by the end of 2024. Notably, the brand already has a presence in Jeddah, the nation’s second-largest city.
Following the pandemic, Dolce & Gabbana was among the first international fashion houses to hold a runway event in the Gulf, with a January 2022 show in Al Ula, Saudi Arabia. The event showcased over 50 archival pieces from the Alta Moda collection, with local clients also enjoying private fittings with the label’s master tailors.
Miriam Abadi, a Dubai-based wellness company founder and stylist to Saudi singer Assala, praises Dolce & Gabbana’s designs for their celebration of femininity and their cultural inclusivity through Ramadan collections. She notes that while local celebrities often endorse domestic designers, Dolce & Gabbana could gain even greater traction in the Kingdom with increased accessibility and visibility.
These latest ventures are set to further cement the Italian brand’s relationship with its Arab clientele. We never spared ourselves in terms of challenges: we always tend to look ahead, without setting limits, looking for new opportunities to explore,
stated Gabbana. He underscores the brand’s pioneering spirit and the importance of authenticity in resonating with local culture and sensibilities.
Gabbana also referenced the label’s participation in the Tantora Festival in Al Ula and the opening of their Dubai Mall boutique as instances of the brand showcasing its essence and engaging in meaningful dialogue with regional culture.