British fashion brand AllSaints has embarked on a significant expansion into Africa, marking its presence with a new store in Cairo, Egypt.
This strategic move is part of AllSaints’ continuous global expansion, bringing its distinctive style and comprehensive range of products to the African market for the first time.
The new AllSaints store, spanning 2,368 square feet, opened its doors on 2 September at the bustling Gate 15 of Cairo’s Mall of Arabia. This location is significant as it introduces AllSaints’ innovative store concept to African shoppers, a design originally launched in Los Angeles, blending modern aesthetics with the brand’s iconic industrial style.
This store offers an extensive collection of AllSaints’ fashion-forward clothing, footwear, and accessories, encompassing both men’s and women’s lines.
Prior to this physical store, AllSaints’ products were available in Egypt through premium department stores Dstore and Ofive. Now, customers can experience the brand’s offerings in a dedicated space, enhancing their shopping journey.
AllSaints’ new store concept features a lighter design while retaining its industrial DNA.
This aesthetic was first tested in various international locations including Los Angeles and has now made its debut in Egypt, showcasing the brand’s adaptability and innovative approach.
The new store design aligns with contemporary trends while ensuring that the core elements that define AllSaints remain intact, offering a unique shopping experience.
This opening is part of a larger plan, with AllSaints having recently launched stores in Shanghai, Taiwan, South Korea, and more. These openings signify the brand’s commitment to growing its international presence and tapping into new markets.
AllSaints aims to strengthen its global footprint with a focus on regions where its offerings resonate well, testament to its aggressive expansion strategy.
The financial results for the fiscal year ended 3 February 2024, revealed AllSaints’ robust growth with a 40% increase in operating profit to £39.9 million, and a slight rise in revenue to £459.5 million.
This financial strength supports the brand’s expansion goals, reflecting its ability to capitalise on new opportunities worldwide through strategic store openings.
CEO Peter Wood remains confident about the brand’s future, emphasising the strong demand for AllSaints in Egypt and beyond.
Peter Wood, CEO of AllSaints, highlighted the brand’s established demand in the Egyptian market due to its presence in top department stores since March 2024.
Expressing confidence, Wood stated that the standalone store will bolster AllSaints’ market position in Egypt and the broader region, supporting further growth across Europe and Asia.
With over 300 stores globally, AllSaints is poised for continued expansion, leveraging its innovative store designs and product offerings to captivate new markets.
AllSaints’ entry into Africa signifies a pivotal step in its global expansion, leveraging its distinct brand identity and robust financial performance.
As the brand continues to broaden its horizons, this new store in Cairo is expected to strengthen its footprint and resonate with a new audience.
