Gymshark Plans Dubai Flagship Store

The activewear brand Gymshark is set to open a permanent store at the Dubai Mall, marking its third physical location and first outside the UK.

Scheduled to open later this year, Gymshark's entry coincides with the Dubai Mall's ~$410 million expansion, which developers say will draw over 105 million visitors annually.

Global Ambitions

Following its successful e-commerce launch in the Middle East earlier this year, Gymshark is focusing on omnichannel growth—a strategy it plans to apply in the US as well.

Building on its community-focused Lift events in cities like Los Angeles, Miami, and New York City, Gymshark is planning a 12-month retail pop-up in Manhattan before launching its first US flagship store.

Strengthening Presence

In response to slowing profits, CEO Ben Francis emphasized the company's omnichannel approach to boost global sales.

Gymshark introduced its Everywear athleisure line online and at Selfridges department stores this spring.

In July, the brand expanded further in the UK by adding its second hub.

This summer, it launched the "We Do Gym" campaign, targeting everyday fitness enthusiasts.

Takeaway

Dubai has emerged as the fitness center of the MENA region, and Gymshark knows its audience well. With brands like Alo Yoga, Vuori, and Represent 247 entering its domestic market, Gymshark aims to connect with fitness enthusiasts across the globe.

Source: insider

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