Luxury brand Hermès has recently opened a new boutique in the bustling capital of the United Arab Emirates, Abu Dhabi. Situated on the ground floor of the Galleria Mall Al Maryah Island, which covers an impressive 3,000 square meters, the boutique is located in the heart of the Abu Dhabi Global Market Square, the city’s new business district. The Galleria Mall is known for its high footfall, attracting over 34 million visitors and experiencing a growth of 17% in revenue, making it an ideal location for Hermès.
Hermès collaborated once again with the renowned architectural agency RDAI to create a retail space that beautifully blends French elegance with elements inspired by the surrounding desert, as well as the city’s archaeological and maritime heritage. The boutique features various artisanal techniques, including mosaic-style carpets at the entrance and hand-painted wallpaper in the small salon. Throughout the store, visitors can admire a collection of photographic prints of the Persian Gulf by Marie Joubert, as well as 22 artworks, some of which are from the prestigious Émile Hermès collection.
This new boutique is a testament to Hermès’ expansion plans in the Middle East, particularly on the Arabian Peninsula. In addition to the Galleria Mall, the brand already has a presence at the Abu Dhabi International Airport and three locations in Dubai, including a dedicated perfumery. Moreover, Hermès operates across the region with distribution spaces in Qatar, Bahrain, and Kuwait. To further strengthen its presence, the brand launched a digital flagship in the United Arab Emirates and Saudi Arabia in autumn 2020, embracing an omnichannel strategy.
This strategic move aligns with the promising market potential in the Middle East. According to McKinsey & Company’s report, The State of Fashion, the Middle East, along with North America, is predicted to have the strongest growth potential in 2023. The Middle East is currently benefiting from the recovery of tourism flows, as well as the repatriation of purchases, a trend that emerged during the Covid-19 pandemic. In fact, the luxury market in the Gulf Cooperation Council, which includes Saudi Arabia, Oman, Kuwait, Bahrain, the United Arab Emirates, and Qatar, is expected to reach around $11 billion by the end of this year.
With its strategic location in Abu Dhabi, Hermès is well-positioned to tap into this thriving market and further solidify its presence in the region. The brand’s commitment to blending traditional craftsmanship with contemporary influences is likely to resonate with Middle Eastern consumers who appreciate both heritage and innovation.
Useful links:
1. Galleria Mall Al Maryah Island
2. McKinsey & Company’s report – The State of Fashion
