Dumond opens more shops in Middle East
The Brazilian female shoe brand has eleven of its own shops in Arab countries and a project for brand expansion in the region up to 2013. In Dubai alone there are five franchises.
São Paulo –Dumond is progressing fast in the Middle East. The female shoe factory has eleven of its own shops in the Arab countries and plans to grow in the region up to 2013. In Dubai alone, in the United Arab Emirates, there are five franchises and six corners installed in the main shopping centres in the emirate. The remaining company-owned shops are installed in Saudi Arabia, Oman, Bahrain, Lebanon, Abu Dhabi and Sharjah.
Dumond shop at Mirdif City Centre, Dubai
Last year, the company invested heavily in expanding exports to the Arab nations. In May 2009, the company promoted a major marketing action in Dubai, which included announcements in newspapers and local magazines, promotional activities in shopping centres and a parade to show the official release of the brand in the emirate.
“Dubai is the main window for Dumond in the Arab world. As the city receives tourists from all over the world, it also helps disclose the brand worldwide," said Evandro Sturmer, the export manager at Dumond.
The positive result started appearing in May this year, with the opening of one more shop in Dubai. “Apart from the five shops, the brand has opened corners (small brand spaces in large shops) in the most important shopping centres in Dubai (Galerie Lafayette, Dubai Mall, Mall of the Emirates and Marina Mall),” explained Sturmer.
In April it was the turn of Lebanon to receive a Dumond shop and, in late August, one more was inaugurated in Sharjah. The brand also opened two mini shops in the “shopping/shopping” concept, which is a small shop within a larger shop that trades several brands, in Kuwait, and another two within the same concept in Qatar.
“The Arab countries are a very good market. The similarity of the warm climate is a positive factor. The colours and material used in the Brazilian summer collection fit perfectly in the Arab world. We can easily sell there with no need to adapt," he explained.
The brand expansion project in the Arab countries forecasts the opening of shops in Jeddah and Riyadh, in Saudi Arabia, a franchise in Kuwait, another two in Dubai and another in Abu Dhabi up to the end of 2013. According to the manager, there is also a possibility of opening of the market in Tunisia, in North Africa.
The Arab countries are currently destinations for over 25% of company exports. The brand also has shops in Colombia, the Philippines and Angola, and plans to open new franchises in Canada and England. Today, franchises are responsible for 30% of brand exports, which are 40% of production. The 70% of remaining sales go to boutiques and multi-brand shops.
Dumond has been in the market since 1992, and the company opened its first exclusive shops in early 2005. On the domestic market, the shops are located in the main shopping centres and on Oscar Freire street, a high-end shopping district in the city of São Paulo. Currently, the points of sale are focussed in the South, Southeast, Midwest and Northeast of the country.
Dumond is part of Paquetá group, which is headquartered in the city of Sapiranga, in the interior of the state of Rio Grande do Sul. Established in 1945, it became an important industrial group in the sector, with daily productive capacity of 75,000 pairs of shoes and industrial units in nine Brazilian states and also in Argentina.
Apart from Dumond, the group has shoe brands Capodarte, Ortopé and the recently released Lilly's Closet. The brand also produces for global brands, like Hugo Boss, and has shops under brands Paquetá, Paquetá Esportes, Esposende and Gaston. It is also licensed to produce the Diadora brand, for distribution in Brazil, Argentina and Uruguay.
Telephone: (+55 51) 3599-8850
*Translated by Mark Ament