Anita Dongre enters Middle Eastern market with Ounass
Designer Anita Dongre has entered the Middle Eastern market by launching a 12-piece womenswear collection on multi-brand luxury e-commerce store, Ounass.
Dongre recently launched a curated collection of embellished kaftans and maxi-dresses, which feature her signature prints online on Ounass. The multi-brand e-commerce store is based in Dubai and caters to the UAE, Saudi Arabia, Kuwait, Oman, Qatar, and Bahrain, retailing womenswear, menswear, and children’s wear.
“The Middle East market has been on our radar for quite some time now since consumers there have high disposable incomes with a massive appetite for luxury consumption,” House of Anita Dongre business head, Yash Dongre, told Vogue India.
“We have been participating in select luxury exhibitions since a few years and have witnessed great response to the product which prompted us to make an online entry into the market.”
The Middle Eastern region represents an attractive destination for Indian brands, due to the large numbers of South Asian expats in the area. Ounass carries a number of other luxury Indian brands including Rajdeep Ranawat, Sachin & Babi, Hemant & Nandita, and Pankaj & Nidhi.
Anita Dongre runs flagship stores for her eponymous brand across India and in New York, U.S. The designer launched her eponymous brand in 1995 and has since launched a range of subsidiary brands including Grassroot.
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