The store redefines retail in the region, combining physical formats with digital shopping convenience for an immersive customer experience
6thStreet.com, GCC’s leading fashion e-commerce destination, recently opened the GCC region’s first fashion-focused phygital store; a technology-led innovation space where online shopping meets brick-and-mortar stores. The 6thStreet.com store at Dubai Hills Mall is the future of retail, offering customers an integrated omnichannel experience while enjoying the benefits of both online and in-store shopping. It is owned by Apparel Group, a global fashion and lifestyle retail group headquartered in Dubai.
Speaking at the store’s launch, Omar bin Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy and Remote Work Applications, said: “6thStreet.com’s first brick-and-mortar store is a testament to the UAE’s leadership in future technologies and reflects the The country’s status as a global shopping and tourism hub. It is full of groundbreaking artificial intelligence applications and is part of a new generation of smart retail brands that boost traditional industries while strengthening the country’s digital economy.”
Dharmin Ved, founder and CEO of 6thStreet.com, said: “After a year-long learning journey, our smarter retail concept is ready for shoppers. We are investing in digital transformation not only to drive revenue growth, but also To streamline efficiencies across the value chain, 6thStreet.com stores provide tangible evidence of how artificial intelligence and machine learning can be leveraged to create exciting new store formats and create new opportunities for retail, bringing speed, cost and sustainability benefits. The nurturing ecosystem created by the UAE government allows ambition and innovation to thrive, so it was fitting that we opened our first phygital store in Dubai.”
Customers at the 6thStreet.com store can use their tablet to browse, pick and add items just as they would when shopping online on the app. They can be tried on at the station or in designated fitting rooms, where interactive screens allow customers to exchange sizes, request assistance and select purchases. Customers can touch and feel products and enjoy the social experience of shopping without the challenges of long shipping times, limited in-store inventory, or checkout queues.
Located on the first floor of Dubai Hills Mall, it covers an area of 7535 square meters. The ft store has 38 tablets and 7 fitting rooms. There are ten fashion consultants on site to provide customers with a unique shopping experience. Phygital store has 7 times more stock than normal store, 6thStreet.com app offers almost all brands in UAE such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Tom Si et al.
“6thStreet.com will continue to push the boundaries when it comes to providing our customers with an unprecedented experience. We expect the phygital store to be embraced by the UAE’s tech-savvy residents,” concluded Ved.