AllSaints has introduced its first standalone store in Egypt, enhancing its global presence.
- The store is located at Cairo’s Mall of Arabia, covering 2,368 sq ft.
- This expansion marks the brand’s first venture into Africa.
- The new store design, initially launched in Los Angeles, has been positively received worldwide.
- CEO Peter Wood is optimistic about strengthening AllSaints’ market position in Egypt.
In a strategic move to widen its global footprint, AllSaints has opened its inaugural standalone store in the Egyptian market. Situated at the prominent Mall of Arabia in Cairo, the store spans 2,368 square feet, offering a diverse selection of clothing, handbags, footwear, and accessories for both men and women. This development represents the brand’s first entry into Africa, underscoring its commitment to expanding its international reach.
The store’s interior design reflects AllSaints’ new concept, a departure from its traditional aesthetics, which was first unveiled in Los Angeles. This design approach is described as having a “lighter overall design while retaining the AllSaints brand’s industrial DNA”, a style that has garnered widespread acclaim from customers globally. This innovative and modernised aesthetic is part of AllSaints’ effort to remain relevant and appealing in a competitive fashion market.
This expansion is part of AllSaints’ broader global strategy, following recent store inaugurations in diverse locations such as Shanghai, Taiwan, South Korea, Los Angeles, New York City, Mexico, and Spain. The brand has also opened new outlets in the UK, including London Bridge, Trafford Centre, and two in Glasgow, bringing its total to approximately 300 directly operated stores worldwide. This aggressive expansion strategy highlights AllSaints’ determination to solidify its presence in both established and emerging markets.
The fashion retailer already sensed robust demand for its products in Egypt, having been available in premium department stores since March. Peter Wood, the CEO of AllSaints, expressed confidence that the new standalone store would further bolster the brand’s position in Egypt and the broader region. “We have a strong international footprint and are committed to growing it further, especially across Europe and Asia, where our offering is particularly resonating,” he stated. He also emphasized the significance of the new store design, refined across various regions, in enhancing the customer experience.
These developments are complemented by AllSaints’ impressive financial performance, with a recent report indicating a 40% increase in operating profit to £39.9 million and an 18% rise in EBITDA. This financial success is attributed to reduced promotional activities and an evolved sales strategy that includes growth in wholesale, franchise, and licensing channels.
AllSaints’ entry into the Egyptian market marks a significant milestone in its global expansion, reflecting its strategic vision and financial robustness.
