The international label of the Mascaró Group has opened its third store in the United Arab Emirates and continues its expansion into the Middle East.
Pretty ballet flatsthe international shoe label Group Mascarohas a new store in the The Dubai Mallthe largest shopping center in the world, has over 1200 boutiques on its six floors, including luxury brands, the French department store Galeries Lafayette Haussman and the American retailer Bloomingdale’s, houses. This opening is the label’s third in the region in the last two years – previously Pretty Ballerinas also opened stores in the Yas Mall in Abu Dhabi and the Dubai Hills Mall in Dubai. With the openings, Pretty Ballerinas is pursuing an expansion strategy in the near Eastwhich is becoming one of the label’s main markets.
“The Dubai Mall is one of the top five malls in the world and for us, a centenary brand from a small Mediterranean island, it is a dream to be here alongside the big luxury brands and to show our collections to people from all over the world”says David Bell, Founder and Commercial Director of Pretty Ballerinas.
In collaboration with a local partner, the brand is progressively pursuing its strategy in the region: after the first opening in the Yas Mall in Abu Dhabi followed the opening in the Dubai Hills Mall in Dubaiin the “It is a new, more residential shopping center in one of the most exclusive areas of the city” acted. Now the time has come to open in the Dubai Mall, the “the big bet is”.
For Pretty ballet flats It is particularly gratifying that the collections are so well received: Dubai has developed into one of the best markets for the label in a very short time, and sometimes it is even difficult to keep up with the stocks. There are several reasons for this success: On the one hand Dubai has become one of the trendiest cities in the world because it is only 7 hours from anywhere, always has good weather and it is perfect for a multi-day trip to shop, drive to the desert, sail or the best restaurants and hotels to discover. It’s one of the coolest travel destinations right now, along with New York and London. “Also, the ballerina is back in fashion. It’s one of the big trends of the season and it reminds me of how we launched Pretty Ballerinas in 2005 and they just kind of ripped out of our hands and we didn’t have a way with which to keep up with inventory”says David Bell.
Finally, one of the reasons for its success is the large influx of international and local audiences. The women of the United Arab Emirates demand not only heels but also a flat shoe alternative with image and quality, as they spend many hours walking through shopping centers where the ground is hard. “That’s why we improved the insole of the ballerinas with a special memory foam to cushion the kick and make it more comfortable. Due to the peculiarities of the country, this is also the first Pretty Ballerinas store with a VIP lounge that is very successful.”
In a nutshell: “We are a family business from Menorca that strives to compete with the big brands and we are very happy with the success of this opening in Dubai as it sparks interest in opening franchises in other parts of the world that we still have have not reached, like India, the Philippines, Vietnam…”closes David Bell, Founder and Commercial Director of Pretty Ballerinas.
Pretty Ballerinas is located at TDM – First Floor – 011 at The Dubai Mall.
About Pretty Ballet Flats
Pretty Ballerinas has its origins on MenorcaSpain where the Mascaro family Founded her highly specialized shoe company in 1918. With over 100 years of experience in shoemaking the company made the first pair of ballerinas by hand in Ferrerías, a small town on Menorca. Since then Pretty Ballerinas has created the perfect combination of exceptional materials, comfort and elegant and fun designs. Each couple is involved in a process involving more than 60 artisans involved are carefully crafted using only the finest materials in the world. When you choose Pretty Ballerinas, you support the circular economy on the island and a company that cares about its employees, its suppliers and its workers.
