Shalhoub Group’s shoe retail concept, Level Shoes, is expanding into the United States, planning its biggest expansion to date outside its home region of the Middle East.
Speaking just before the start of Milan Fashion Week, Rebel Shoes CEO Elisa Bruno spoke about the move and the company’s plans to expand effectively and meaningfully in the U.S. through e-commerce.
“The U.S. is the largest market for shoes so it’s obviously exciting for a (retail) brand like Level Shoes. It’s an unprecedented venture and move for a Middle Eastern company to come to the U.S.,” Bruno said.
Level Shoes plans to better serve its growing customer base across the country and is preparing to open its first U.S. distribution center in Florida in the first quarter of 2025.
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Indeed, the online retailer, which has been offering cross-border shipping to the US for several years, is aiming to ensure a seamless customer experience in the country, in keeping with the service it offers to its customers in the Middle East, where shoes are delivered within an hour in Dubai, one day in the UAE and one and a half days elsewhere.
“By opening this facility and matching our prices and selection, we are ensuring we deliver on our promise to our customers in the U.S.,” Bruno said.
The executive emphasized that the U.S. is already Level Shoes’ second-largest region after the Middle East and fourth-largest country after the UAE, Saudi Arabia and Kuwait.
U.S. customers who shop through Level Shoes’ e-commerce site are drawn to exclusive new products and collections that the retailer frequently creates in collaboration with major luxury partners.
“I believe the U.S. market is currently heavily reliant on department store assortments that are defined by a global buying strategy, and this also applies to their online outlets,” Bruno said. “I think our unique selling point is our curation, which speaks to a need for novelty and difference,” she said.
While acknowledging a complex scenario marked by macroeconomic headwinds and geopolitical turmoil, Bruno argued that “the US is a mature market that will experience new momentum and euphoria after the (November presidential) elections.”
The Dubai-based luxury retailer carries over 250 brands for women, men and children through an omnichannel customer experience, including an app that currently accounts for 80% of sales, an e-commerce site and an active social media presence. The retailer debuted in 2012 with a stunning 97,000 square foot store in The Dubai Mall, the world’s largest dedicated footwear store, before expanding into dot-com sales.
According to Bruno, the Dubai store is expected to attract around 5 million visitors in 2023, combining locals and tourists, providing Level Shoes with a strong data foundation in addition to the CRM insights it will gain from e-commerce.
Asked about Level Shoes’ expansion into other regions, Bruno said the company is currently focused on strengthening its presence in its home market, the Middle East, and growing its presence in the United States, noting that in Europe, instability and uneven performance remain questions.
Bruno declined to disclose Rebel’s revenue for its most recent fiscal year or its forecast figures for the current fiscal year, but said he expects double-digit revenue growth in 2024, with growth likely stabilizing for the next few years.
“In 2025, we intend to put even more emphasis on profits, not just sales, so that we can remain healthy and have the space to make investments,” the executive said.
“I want Level Shoes to set an example for offline retailers on how to do it right and be successful online,” she said.