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Majid Al Futtaim Fashion unveils IT'Sugar outlet in UAE
29
Oct '11
Majid Al Futtaim Ventures' apparel retailing arm Majid Al Futtaim Fashion has collaborated with famous 'Candyman' Jeff Rubin for launch of first IT'Sugar stand-alone outlet outside the United States.

The first overseas outlet of IT'Sugar that opened in a Mall of the Emirates a few days back, is a ground-breaking concept store that affords the buyers an opportunity to have a pleasurable experience through its offerings like apparel, accessories, gift items and sweets.

Asil Attar, CEO of Majid Al Futtaim Fashion said, the firm has partnered Jeff and the IT'Sugar team to evolve a unique retailing atmosphere that well matches the firm's fashion credentials and also the sweet and sour edgy side of IT'Sugar, which has transpired in launch of an exhilarating new lifestyle label in the Middle East.

The firm intends to launch other outlets at various locations in the region. The association with Majid Al Futtaim Fashion, alongside further expansion proposed for IT'Sugar, is seen to greatly boost the regional potential of the brand.

Using the expertise that it has gained while managing different fashion labels across the Levant and GCC markets, Majid Al Futtaim Fashion has garnered wide-ranging knowledge regarding the changing retail landscape of the region and the technique to market goods to the young-at-heart customers of the Middle East.

While the region is witnessing emergence of several candy-specific offerings, IT'Sugar is a noticeably different fashion and lifestyle brand with a sweet tooth in its offerings.

The brand's offerings are totally unique and have a tempting flavour in its look and feel, which is why the brand is claiming that it would present the customers with an experience that they would have never experienced before, Mr Attar said.

Fibre2fashion News Desk - India

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