MIDDLE EAST. WHSmith has struck agreements to open downtown stores under its curi.o.city gifting and destination brand in Dubai and Qatar. The move represents a first step into international markets following the brand’s introduction to UK travel retail this year.
The expansion includes 15 locations in Dubai and two in Qatar. In Dubai alongside two 2,000sq ft standalone stores the retailer has begun to open a series of curi.o.city concessions through the Borders bookshop chain with local partner Al Maya.
The curi.o.city brand launched less than eight months ago in the UK and is now represented in six locations including London Gatwick airport, Bristol Airport, St Pancras station and Selfridges in Birmingham and Manchester.
WHSmith said that curi.o.city demonstrates its retail adaptability, having created a bespoke brand and product offer for high-quality gifts, souvenirs and stationery, categories in which there is high customer demand.
The international launch will be a platform to scale the group’s retail formats and enter new markets, WHSmith added. The company also launched its first WHSmith store in Budapest this week, with five more planned for next year.
The company said it chose to open a franchise partnership for the brand in the UAE because of the “high demand for quality stationery and gifting locally across the UAE from both the ex-pat community and local customers”.
WHSmith Managing Director International Gavin Wood said: “We are delighted to be opening the first international curi-o-city stores and concessions across the UAE. Launching curi-o-city to international customers less than eight months after introducing it to the UK really demonstrates how international our focus at WHSmith is today as the global travel retailer – and the opportunity ahead.
“It’s early days but with strong local demand for high quality stationery and gifts we’re going to use all our experience from the first few months of trading in the UK to make sure our stores are brilliantly set up for our customers across the UAE. Coming just one day after we opened our first WHSmith store in Budapest it’s been a busy time for the team.” ✈
