CAIRO: With a marketing strategy that is “all about making a noise, Splash, the latest fashion chain invading the Egyptian market, managed to attract dozens of excited shoppers, media figures and Lebanese sensation Nicole Saba to its opening on Oct. 29.
So far everything about Splash has been unique, starting with their choice of opening in Maadi City Center as opposed Cairo’s main fashion destination of CityStars. But maybe the most impressive fact about Splash is that it is a Middle Eastern brand, part of Dubai-based Landmark Group.
Splash started out in 1993 with one store in Sharjah, UAE. In 15 years time, it has managed to expand and become a leading fashion retailer in the Middle East, now with more than 80 stores in nine countries.
“The fact that we are a homegrown brand [in the Middle East], we are taking in mind factors such as weather and preferences of the people, said Anuradha Farrell, marketing manager of Splash, citing an example of featuring long sleeves for the ladies.
The collection at the high street fashion brand includes apparel and accessories for every member of the family to suit every lifestyle need, from basics to leisure wear, sleepwear, formal wear, sportswear as well as club and party attire.
“At Splash, we meet every need of the family, from the basics to high fashion, the young and the old, the plus size and the regular size, and every lifestyle of the customer, said Raza Beig, CEO of Splash at the opening.
A variety of brands are available at Splash. Some collections are designed in-house including Ms, Nexus, Retro, ZYNC and Scarlet as well as international brands like Lee Cooper, Bossini, Kappa, Maui & Sons and Zodiac.
Splash collections are manufactured all over the world, but predominantly in China (60 percent), India, Turkey, Bangladesh and England.
One piece of advice for shoppers: Look at the price tag when you are alone in the fitting room because you’ll likely need to stifle an excited scream – prices can only be described as unbelievable. Even after a Splash shopping spree, you’ll probably still have money in your wallet, and by shopping spree I mean several tops, pants, jackets and more.
Beig said prices are the main reason behind Splash’s growth. “We’re a brand for the masses, we’re not niche, we cater to [the needs] of everyone in the society, he said.
And he’s right. With prices like these, we can all afford a wardrobe makeover.
Splash has big plans for Egypt, await its opening in the coming year in Mohandiseen and City Center Alexandria. In the next three years, there should be 10 Splash stores in Egypt.
“The retail scene in Egypt has witnessed a change in recent years with the inflow of international brands. The consumer is aware of the variety of products available across market segments and is now poised to enjoy the retail boom.
“Egypt today is recognized as one of the world’s fastest growing markets and was a target for us. Cairo is a vibrant city and is home to young, fashionable people making it the perfect setting for us to introduce our brand, said Beig.
Splash is setting an international standard for Middle East fashion. International brands with stores in Egypt have to look out for the new competition and local brands should be inspired by the brand’s success story in becoming a successful global retailer.
