US department store Bloomingdales has opened a female-focused location in Kuwait City.
Set in the luxury centric 360 shopping centre, the 93,000sq ft store is the second for the brand in the Middle East – the first opened in Dubai in 2010 and a third is set to welcome shoppers in Abu Dhabi next year.
All these stores are run by Bloomingdales regional partner Al Tayer Insignia, whose retail division also operates shops for a number of other brands including Harvey Nichols, Gap and Banana Republic, as well as having joint venture partnerships with luxury behemoths such as Gucci.
With most Kuwaitis living in Kuwait City, Bloomingdales is targeting the contemporary and luxury female customer. The key age demographic is 25 to 45 with ready-to-wear, accessories, footwear and beauty being the hero categories.
The beauty and skincare offering accounts for a quarter of the trading space with a specific “discovery area” to showcase emerging brands. Women’s ready-to-wear sits on a mezzanine floor. There is a VIP entrance complete with valet parking, which has direct lift access to a personal shopping space. There is also a personalisation lounge where customers can seek to customize all sorts of purchases depending on whims and taste.