AllSaints opens first standalone in Egypt

Contemporary fashion brand AllSaints has opened its first standalone store in Egypt at Cairo’s Mall of Arabia, one of the country’s largest shopping malls.

It’s the first store in Africa for the label with the 2,368 sq ft space at Gate 15 of the shopping complex, in a unit next door to BSB Fashion.

A broad range of the brand’s clothing,bags, shoes and other accessoires is available covering both women’s and men’s.

The store has also been designed in line with AllSaints’ new design concept, which was first launched in Los Angeles last year “and has been very well received by customers across the world”. It’s a “lighter overall design while retaining the AllSaints brand’s industrial DNA,” we’re told.

The move into Africa is a major development for the label and comes after recent international store openings in Shanghai (which was the company’s first in mainland China), Taiwan, South Korea, Beverly Drive (LA), the Meatpacking District (NYC), Mexico and Spain. 

It has also been focusing on its domestic market with recent UK openings including London Bridge, Trafford Centre (Manchester) and two stores in Glasgow.

That means it now has around 300 directly operated outlets globally.

The company clearly sees Egypt as a key market and must have been pleased with the reaction to its product offer since it launched in some of the country’s most premium department stores in March, including DStore and OFive’s multi-brand locations.

CEO Peter Wood said the debut in one of Africa and the Middle East’s largest retail markets comes as “we already know there is strong demand for AllSaints in Egypt [and] I am confident that the arrival of our standalone store will only strengthen our position in the country and wider region.

“We have a strong international footprint and are committed to growing it further, especially across Europe and Asia, where our offering is particularly resonating. Our new store design has been refined across the UK, Europe, North America and Asia, and I’m incredibly excited for it to make its debut in Egypt.”