The UAE retail market is forecast to reach $139 billion by 2028, driven by strong tourism, high disposable incomes, population growth, and the accelerating shift to e-commerce. In Dubai, as a regional shopping hub, competition is intense, prompting retailers to differentiate through immersive in-store experiences, robust omnichannel models, and accelerated digital transformation to meet increasingly sophisticated consumer expectations.

At the same time, Dubai continues to attract international brands seeking access to a diverse, high-spending customer base.

The latest entrant is London-based menswear brand Charles Tyrwhitt, which has opened its first Dubai store, blending tailoring expertise with modern functionality and a service-led model. Features such as bespoke fittings and personal styling reflect a broader shift toward experiential retail as brands compete to stand out in a crowded market.

Simon Gaffey, international third-party director at Charles Tyrwhitt, says the brand chose Dubai for its regional expansion as the city celebrates style, ambition, and global sophistication.

“We saw a growing appetite for British tailoring in the region, and we wanted to meet that demand with a physical presence. The timing felt right: the world is reconnecting, and so are we.”

Gaffey notes that more than just good tailoring, Charles Tyrwhitt wants its clients to feel seen.

“We’re not just dressing people; we’re helping them express who they are.”

TRADITION VS TRENDS

Gaffey notes that Charles Tyrwhitt stays true to its British heritage by resisting short-term fashion trends and instead honing its core styles.

“British elegance isn’t about nostalgia; it’s about enduring values: quality, restraint, and confidence,” he says. “Every shirt, every stitch, is a conversation between tradition and relevance. Our role is to evolve the classics, not abandon them.”

In that same vein, maintaining the basics of craftsmanship in an era of automation is crucial to the brand. “Craftsmanship is the soul of our product. As we scale, we double down on partnerships with mills and makers who share our obsession with detail.”

“Technology helps us be faster and smarter, but it never replaces the human touch. It enhances it.”

Direct-to-consumer has reshaped the rules of retail. Gaffey says this phase favors brands that act as hosts rather than simply merchants. “It’s about creating experiences that feel personal, frictionless, and emotionally resonant, whether online or in-store. Data will guide us, but empathy will differentiate us.”

NEW PILLARS OF GROWTH

Gaffey outlines a set of newer core pillars that have become increasingly critical for brands to adopt, beginning with sustainability. He says the focus is on embedding sustainability into sourcing practices and brand storytelling without appearing performative.

“We start with action, not announcements. From responsibly sourced cotton to reducing packaging waste, our sustainability efforts are embedded in our operations. And when we talk about them, we do so with transparency, sharing progress, not perfection. Authenticity is earned, not claimed.”

He adds that digital transformation is essential, emphasizing the digitization of the experience—not the relationship.

“Whether it’s a handwritten note in a parcel or a virtual styling session, we use technology to deepen connection, not dilute it. Our customers aren’t data points, they’re individuals. And we treat them as such.”

He adds that AI is transforming how brands engage customers, enabling everything from personalization to predictive services, while introducing new challenges alongside its opportunities.

“The exciting part is the potential to serve customers in ways that feel intuitive and bespoke, anticipating needs before they’re voiced. The challenge is ensuring we use AI ethically, without losing the human warmth that defines our brand. Technology should be a bridge, not a barrier.”