On March 17, 2010, Nautica opened its 9th freestanding store in the UAE. The store is located in the City Centre Mirdiff Mall in Dubai. Nautica first entered the UAE featuring the Home collection in 2006, with Apparel making its debut the following year.
City Centre Mirdiff features our newly developed Waverider store concept, complete with floating walls and nested table designs. The Waverider concept incorporates all of the brand’s iconic design details in a more modern, clean-lined manner. Heritage striped floors in cherry and maples are still utilized, but counterbalanced with rich navy terrazzo or white ceramic tiles. A curved line marks where the two materials meet evoking the subtle curve of a ship’s hull.
Another new addition to the Waverider interior is the use of large iconic water images. The images are applied to backlit duratrans and create a powerful effect, easily helping the consumer associate the brand to the water. New floor fixtures were created to lighten up the floor. Dock boxes, common in marinas around the world, are utilized throughout the store for additional storage as well as display. A new super flexible puck floating wall system was incorporated to provide maximum flexibility to the space.
Included in the offering at this new location are Men’s and Women’s Sportswear, Jeans and Kids. The size of this new store is 2,475 square feet, with high expectations for retail performance. As the Middle East continues to expand, we have three more freestanding stores planned to open this year, with additional locations to be confirmed.