Middle East gets new e-commerce portals from Max Mara and Boohoo

By Rahul Vaimal, Associate Editor
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Global fashion giants, Max Mara from Italy and the British e-retailer Boohoo have both launched new digital platforms for their Middle Eastern customers.

Max Mara, which launched its new online portal for the customers on September 14, will offer its services to customers in the UAE and Saudi Arabia. The portal is available in both English and Arabic languages.

The Italian business unit already offers several categories of products including its runway collection, accessories, jewelry and shoes. Customers can shop for ready-to-wear collection from Max Mara, Sport Max and Weekend Max Mara brands.

Meanwhile, the UK-based Boohoo.com announced that its e-commerce platform will be open for customers from September 23. The online store will serve several markets, including Bahrain, Jordan, Kuwait, Oman, Saudi Arabia and UAE with a product line which includes women’s wear, menswear, activewear, footwear, accessories and beauty products. Boohoo is also introducing a smartphone app for its customers.

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Boohoo MENA will work with regional designers to bring out a collection of exclusive designs to mark the launch of the new platform. It has come up with a global social media campaign that has reached more than 6.7 million followers on Instagram and 2 million supporters on Facebook.

Boohoo’s Global campaign includes collaboration with celebrities like Paris Hilton, Zendaya, Quavo and Swee Lee.

Bloomingdale’s Middle East also launched its e-commerce platform this week, offering deliveries in the UAE, Saudi Arabia and Kuwait regions.

Even as more and more fashion brands and retailers open their e-commerce units, some of the online portals such as Dubai-based Fashion retailer “The Modist” and UAE-based Al Tayer’s online platform “Nisnass” have been closed in the UAE over the past few months.

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