Neelam Group brings RoccoBarocco to Gulf

Dubai: The Dubai-based Neelam Group of companies has invested Dh1.5 million in opening the first standalone store in the GCC for Italian fashion label RoccoBarocco.

Operated under licence by Sapphire Fashion, a subsidiary of Neelam Group, the 1,500 square foot store in Wafi Mall's new extension was officially opened on Sunday by designer Rocco Barocco.

Sources at Neelam Group said the company is investing Dh8-Dh10 million in rolling out outlets of the brand throughout Dubai, including Dh3 million in opening the next store at The Walk at Jumeirah Beach Residence. Set to open in September, the 3,300 square foot store will sell men's and women's clothes, as opposed to the store in Wafi Mall which retails women's wear exclusively.

Neelam Group CEO, M Shyam, said the company is negotiating retail space in BurJuman, Mall of Arabia and Dubai Mall. "The brand is very successful in Europe, particularly with Russian shoppers. We are very confident."

Shyam said he expects 60 per cent of the brand's customers to be tourists, but stressed that products have also been selected from the RoccoBarocco collection to appeal to GCC residents.