Clothing group brand opens fashion and lifestyle phygital store in Dubai

  • The Store addresses the UAE’s leadership in future technologies
  • The store is redefining retail in the region, blending a physical format with digital shopping to deliver an immersive customer experience
  • Shoppers have access to 1200+ brands available on Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms and more

Dubai, United Arab Emirates:, the GCC’s leading fashion e-commerce destination, has launched the first-ever phygital fashion store in the GCC region; an innovative, technology-driven space where online shopping meets a physical store. The store at Dubai Hills Mall is the future of retail, offering customers an integrated omnichannel experience with the benefits of online and in-store shopping. It is owned by Apparel Group, the global fashion and lifestyle retail conglomerate headquartered in Dubai.

Inaugurating the store, His Excellency Omar bin Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy and Teleworking Applications said: “’s first physical store is a testament to the UAE’s leadership in future technologies and a Reflecting the country’s status as a global shopping and tourism hub. Packed with breakthrough artificial intelligence applications, it is part of a new generation of intelligent retail brands that are boosting traditional industries while strengthening the country’s digital economy.”

Dharmin Ved, Founder and CEO of said: “After a year-long learning journey, our smarter retail concept is ready to welcome shoppers. We have invested in digital transformation not only to drive revenue growth, but also to optimize efficiencies across the value chain. The store offers tangible proof of how AI and machine learning can be leveraged to create an exciting new store format, creating new retail opportunities that offer speed, cost and sustainability benefits. The nurturing ecosystem created by the UAE government allows ambition and innovation to thrive, so it is only fitting that we have opened our first Phygital store in Dubai.”

Customers in the store can use tablets to browse, select and add items, just like when shopping online in the app. They can be tried on at the station or in an assigned fitting room, where an interactive screen allows customers to swap sizes, request assistance and select purchases. Customers can touch and feel products and enjoy the social aspect of shopping without having to face the challenges of long delivery times, limited in-store stock or waiting at the checkout.

The 7535 m² hotel is located on the ground floor of Dubai Hills Mall. ft store is equipped with 38 tablets and 7 changing rooms. Customers are accompanied through the unique shopping experience by ten fashion consultants on the floor. The Phygital store has seven times the inventory of a regular store, with almost every brand offering the app in the UAE such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms and more.

“ will continue to push boundaries when it comes to providing our customers with unprecedented experiences. We anticipate that the Phygital store will be embraced by the tech-savvy UAE residents,” concluded Dharmin Ved.


About is an omni-channel fashion e-commerce destination offering high street fashion and beauty brands in the United Arab Emirates, KSA, Kuwait, Oman, Bahrain and Qatar. As one of the largest footwear destinations in the GCC region, offers the latest collections from over 1000+ international brands such as Tommy Hilfiger, Calvin Klein, Dune London, Charles & Keith, ALDO, Crocs, Birkenstock, Skechers, Levi’s , Nike , Adidas, Rituals, Inglot and many more. The online platform also offers free 100-day returns both in-store and online, cash on delivery and the option for Click & Collect with real-time integration with 1337 stores.

Download the 6thStreet app for iOS and Android and follow @shop6thstreet on all social platforms to keep up with the latest fashion trends.

About Clothing Group LLC

Apparel Group is a global fashion and lifestyle retail conglomerate based at the crossroads of modern economy – Dubai, United Arab Emirates. Today, Apparel Group serves thousands of eager shoppers through its 2010 retail stores and 78 brands across all platforms and employs over 17,300 multicultural associates.

The Apparel Group has expanded its strong presence in the GCC and developed thriving market entries in India, South Africa, Singapore, Indonesia, Thailand and Malaysia. In addition, there are clear strategies for entering emerging markets such as Hungary, Pakistan, Egypt and the Philippines.

Apparel Group has created an omni-channel experience and operates brands from the US, Canada, Europe, Australia and Asia. Brands include leading names in fashion, footwear and lifestyle such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot and Rituals.

Apparel Group owes its amazing growth to the vision and leadership of its dynamic Founder and Chairman, Ms. Sima Ganwani Ved, who has made the company ever stronger since its inception over the past two decades.

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