Gymshark is set to open its first permanent store outside the UK in Dubai Mall, signalling a strategic expansion move for the British activewear brand.
- Following successful openings in London and Westfield Stratford City, Gymshark’s new Dubai store is expected to open by the end of 2024.
- The store will be located on the ground floor of Dubai Mall, which hosts over 54 million visitors annually, enhancing Gymshark’s reach within a thriving market.
- Gymshark’s expansion aligns with its increased focus on omnichannel strategies, including a dual-language portal and expedited shipping in the Middle East.
- Partnership with Al Tayer Insignia bolsters Gymshark’s regional presence, capitalising on Dubai’s fitness-focused environment and retail prominence.
Gymshark, the British activewear brand, is set to solidify its presence in the international market with the opening of its first permanent store outside the United Kingdom. This strategic expansion into Dubai Mall marks a significant step for the company, following the successful launch of its flagship store on London’s Regent Street in October 2022 and a recent opening at Westfield Stratford City this summer.
Scheduled for completion towards the end of 2024, the Dubai store will be situated on the ground floor of Dubai Mall, the second-largest shopping centre in the world by land area. This location, which attracts more than 54 million visitors each year, offers Gymshark a substantial opportunity to tap into a new market and reach a larger audience.
The new store’s opening follows the establishment of Gymshark’s localised e-commerce infrastructure in the Middle East. A dual-language website and app, faster shipping options including same-day delivery, and exclusive limited edition releases have all been launched to cater to the regional market’s needs, underlining the brand’s commitment to enhancing its omnichannel strategy.
Gymshark has strategically partnered with Al Tayer Insignia, described as ‘one of the most respected partners in the Middle East.’ The collaboration is seen as a significant move to leverage the potential of Dubai—a city known for its vibrant fitness culture and retail strength. According to Ben Francis, Founder and CEO of Gymshark, the opportunity to establish a presence in such a prestigious mall as Dubai Mall was a compelling proposition given the city’s enthusiasm for fitness and the positive reception of Gymshark’s online presence in the Middle East.
Dee Sarai, CEO of Al Tayer Insignia, emphasised the strategic importance of Dubai Mall, describing it as ‘the most iconic shopping mall in the world,’ and an ideal location for Gymshark, a brand that has traditionally focused on e-commerce. Founded in Birmingham in 2012, Gymshark has grown substantially, now employing over 900 staff, and continues to expand its reach globally.
Gymshark’s venture into Dubai represents a significant milestone in its international growth strategy, capitalising on strong market demand and strategic partnerships.
