Dubai, UAE, May 29, 2021 – Dubai-based female athleisure brand L’Couture has opened its doors to its first flagship store on May 27, 2021. Featuring a forward-thinking, experiential retail approach, the new store is located on Al Wasl Road – within reach of key Dubai landmark, the Burj Al Arab. The 4290sq metre space encompasses a yoga and photography studio, a glam room, a retail floor, as well as the brand’s office headquarters.
E-commerce has been key to growing the business from day one, with L’Couture evolving from a local online retailer to a global brand with a presence in both the UK and US. However, the brand recognizes the importance of a physical location in the market. With innovation in-built as part of the brand DNA, a traditional bricks-and-mortar store was never in the pipeline. Instead, L’Couture have curated an on-trend, experiential space with stand-out features for the loyal L’C community to engage with – fully immersing them in the brand. With a focus on shareability, the customer-centric store offers a completely on-brand experience from the moment a customer walks through its doors.
“I am beyond excited about the opening of the very first L’Couture boutique in Dubai. I wanted to create a unique space that really captures the essence of the brand for both customers and my team, and that’s exactly what we have done. The boutique is feminine and Instagrammable – a place I want our girl gang to come and hang out, whilst they browse our latest collections. We can’t wait to welcome all our customers, loyal and new, to our new home,” – said Lyndsay Doran, Founder of L’Couture.
Unlike the majority of stores, located in malls, the L’Couture boutique is housed in a modern two-story, standalone building, showcasing a vast space and distinct attitude. Created by Emma Stinson, from Studio Em and inspired by the brand’s aesthetic, the Instagram-friendly store features a chic yet fun design with neon signs, luxurious marble, soft lines seen in furniture pieces, flowers and velvet touches, with gold finishing.
“L’Couture have designed pieces that are robust and can withstand the day’s challenges without pleating or threading, but they also create a beautiful silhouette around the female form – this is something that I really wanted to translate into the design. Considering the team’s spirit and personality, we were able to have a lot of fun with the project. It’s an uber cool brand, a trendsetter in the market and the label was founded here, so with this flagship store, the aim was for it to be a place that captures the L’Couture spirit,” – said Emma Stinson, from Studio Em.