O Boticario has partnered with Millennial Capital to launch and build its presence in the Middle East, according to a report published by Gulf Business.
The Brazilian cosmetics brand chose Dubai for its regional flagship. The City Centre Mirdif store opened at the weekend, and stocks approximately 480 SKUs across the body care, facial skin care, make-up, fragrance, deodorant, soap and hair care categories.
The company has plans to launch further stores, starting with a second footprint in Dubai later this year and expansion into Saudi Arabia by 2019’s close. An e-commerce platform will serve the UAE initially, and wider GCC region to follow.
“We believe in the standalone store concept – that’s the way we operate in Brazil and that’s our initial plan for this region,” Andre Farbar, Vice President of Business and Franchises at O Boticario told Gulf Business. “We are launching in Dubai because of the opportunity in the region. We are investing heavily in the region.”