{"id":400435,"date":"2025-12-05T13:16:05","date_gmt":"2025-12-05T16:16:05","guid":{"rendered":"https:\/\/anba.com.br\/?p=400435"},"modified":"2025-12-05T13:16:08","modified_gmt":"2025-12-05T16:16:08","slug":"melissa-plans-expansion-in-uae","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/melissa-plans-expansion-in-uae\/","title":{"rendered":"Melissa plans expansion in UAE"},"content":{"rendered":"\n

S\u00e3o Paulo \u2013 Famous for its sandals, shoes, bags, and accessories made from plastic, Brazilian brand Melissa arrived in the United Arab Emirates in October earlier this year thanks to partners Danilo Iglesias, Jacqueline Iglesias, Rafael Dias, and Nina \u00c1vila<\/a>. Danilo is Jacqueline\u2019s husband, and Rafael is Nina\u2019s. The store, located in The Galleria Al Maryah Island<\/a> mall in Abu Dhabi, opened on October 3. The partners are now working on launching the online operation and are already considering expanding physical stores to other cities in the country.<\/p>\n\n\n\n

Melissa belongs to one of Brazil\u2019s largest footwear manufacturers, Grendene. Danilo told ANBA that discussions with Grendene and Melissa began about 18 months ago.<\/p>\n\n\n\n

\u201cWe have a licensing agreement, for now, for the territory of the UAE. Under this license, only we can operate official Melissa stores in this territory. At the moment, we\u2019re negotiating the launch of the online store, which will be the official Melissa shopping platform, and I believe it will be up and running by the first quarter of next year,\u201d he says.<\/p>\n\n\n\n

Melissa was created in 1979, inspired by fishermen\u2019s sandals from the French Riviera. From this inspiration, the Aranha model became the brand\u2019s icon, which has since crossed Brazil\u2019s borders and is now known worldwide. Melissa is also famous for its collaborations, including with designers Karl Lagerfeld (1933\u20132019) and Vivienne Westwood (1941\u20132022).<\/p>\n\n\n\n

Danilo explains that the opportunity to bring Melissa to the UAE arose from a contact he made with Grendene. The company\u2019s shoes were already reaching the UAE but through a few distributors. \u201cThere wasn\u2019t an official presence; multi-brand stores were selling Melissa through some distributors, but there wasn\u2019t a stronger presence via official stores and channels,\u201d he says.<\/p>\n\n\n\n

After research, studies, and the development of a business plan, the first store opened at the beginning of October. Since then, Danilo says, the response has been positive\u2014from both foreign customers living in the UAE and Emirati clients themselves.<\/p>\n\n\n\n

\u201cIt even surprises us because even the Emirati women who come to the store say they already know it, that they\u2019ve bought it in Europe or on a trip to Asia. Since the brand has a very strong global presence, it\u2019s very well known,\u201d he says. \u201cThe UAE is a relatively young country, but some customers\u2014around 30, 40, even 50 years old, local Emiratis\u2014say they\u2019ve been wearing Melissa since childhood. It\u2019s a product that\u2019s very well received and didn\u2019t need any adaptation,\u201d the executive adds.<\/p>\n\n\n\n

Danilo explains that each partner\u2019s experience is helping build the business in the Arab country. Rafael is a data analysis specialist, while Jacqueline and Nina focus on store operations, understanding the daily routines, habits, and desires of the customers. \u201cI think it\u2019s a very distinctive background that helps with planning, strategy, management, and daily sales,\u201d he says. In addition to the online store, Danilo says the company is already looking at expansion opportunities in the other emirates, especially Dubai.<\/p>\n\n\n\n

Read more:
Brazil footwear industry reacts despite US tariffs<\/a>
Abu Dhabi to have 2 Piccadilly stores this year<\/a><\/p>\n\n\n\n

Translated by Guilherme Miranda<\/strong><\/p>\n

Supplied<\/div>","protected":false},"excerpt":{"rendered":"

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