Gymshark is set to open its first permanent store outside the UK at Dubai Mall.
- The decision follows the success of Gymshark’s flagship London and Westfield Stratford City stores.
- The Dubai store will enhance the brand’s presence, supported by localised e-commerce initiatives.
- Partnership with Al Tayer Insignia facilitates the move into the fitness-focused city of Dubai.
- Gymshark’s founder highlights the strategic importance of this expansion outside the UK.
Gymshark, the prominent UK activewear brand, has announced an exciting expansion plan with the opening of its first permanent store outside the United Kingdom at Dubai Mall in the United Arab Emirates. This strategic move comes after the brand’s successful ventures, most notably its flagship store on London’s Regent Street and its recent launch at Westfield Stratford City this summer.
The Dubai Mall, renowned for accommodating over 54 million shoppers every year, will host this new Gymshark store on its Ground floor, anticipated to open by the end of 2024. This location choice reflects Gymshark’s strategic aim to capitalise on the high footfall of one of the world’s largest and most visited shopping malls.
Accompanying this physical retail presence, Gymshark has already made substantial inroads into the Middle Eastern market through localised e-commerce services. These services include a dual-language website, an app, expedited shipping options like same-day delivery, and region-specific limited-edition product drops, all designed to cater to local consumer preferences and boost sales.
The partnership with Al Tayer Insignia, described by Gymshark as “one of the most respected partners in the Middle East,” underscores the importance of strong local alliances. Al Tayer Insignia’s CEO, Dee Sarai, emphasises the prestige of the Dubai Mall, making it an ideal location for an e-commerce-first brand like Gymshark to establish a physical foothold outside the UK.
Ben Francis, Gymshark’s founder and CEO, has articulated the company’s clear omnichannel strategy and the significance of expanding beyond the UK’s borders. He remarked on the opportunity presented by Al Tayer Insignia and the vibrant fitness culture of Dubai as compelling reasons for this strategic step. Since its inception in Birmingham in 2012, Gymshark has grown significantly, now employing over 900 staff members, and is poised for further international growth.
Gymshark’s international expansion into Dubai marks a significant step in its global omnichannel strategy, supported by strong regional partnerships.
