Beauty and Fashion Dubai

German Contemporary Fashion brand opens first ever mono-brand store in region at Abu Dhabi’s Yas Mall

Dubai, United Arab Emirates – Yas Mall is now home to an internationally renowned fashion brand that opened its first ever dedicated store in the region. Laurèl, a Munich-based bridge brand, launched its first mono-brand outlet in the Middle East at Abu Dhabi’s premium retail destination recently, promising to give the country’s style-conscious women the opportunity to attain a unique new-look

“The essence of Laurèl is one we define as ‘See-Feel-Love’ – it’s about passion and falling in love with the brand’s unique identity,” said Elisabeth Schwaiger, Head of Design. “The Laurèl woman is cosmopolitan and contemporary, yet radiantly feminine at the same time. She loves her urban lifestyle and its spur-of-the-moment excitement.

We are extremely excited to be able to bring this forward-thinking fashion attitude to the region with its very first dedicated Laurèl store,” she added.

Founded in 1978, Laurèl has set itself apart from other brands through collections that fuse fashion extremes and traditional elements into wearable garments, characterised by quality, modernity and a chic sense of fun. The company is hoping to appeal to the region’s discerning style aficionados with the sense of glamour and nonchalance that it achieves by blending and contrasting strong lines and draping fabrics.

Laurèl’s aim for its new UAE operation is to imbue wearers of its affordable luxury garments with confident femininity through the purveying of classic pieces that imbue the wearer with a casual and easy-going style. The company’s ranges offer exceptional details and vibrant colours, with their underlying motif being a zest for life.

The first dedicated Laurèl outlet in the region opened in partnership with Marka Fashion, a division of Marka PJSC, the first public joint stock company focused on the fast growing retail sector in the UAE.

Its launch will be complemented by a planned further six Laurèl stores to open in five years across the GCC.

“Laurèl is renowned global brand whose collections are sold across the world, with top-class production and long-standing experience being the keys to the company’s success. Marka Fashion is delighted to bring to the UAE’s fashion lovers the brand’s classy and spontaneous style with its first ever dedicated store and looks forward to expanding its influence further across the GCC with even more Laurèl store locations over the next few years,” said Nick Peel, CEO of Marka.