6thStreet opens first ‘phygital’ store in region


Apparel Group’s 6thStreet, the GCC’s leading fashion e-commerce destination, has launched its first ‘phygital’ fashion store in the region in Dubai Hills Mall.

Phygital retail combines physical and digital elements to create a convenient and flexible shopping experience for customers.

Arising from Apparel Group’s collaboration with Polish technology company Nanovo, 6thStreet’s physical-plus-digital store provides a cohesive and interconnected omnichannel shopping experience by merging physical store space with advanced immersive features.

UAE minister of state for artificial intelligence, digital economy and teleworking applications, Omar bin Sultan Al Olama, said: “6thStreet.com’s first physical store is a testament to the UAE’s leadership in future technologies and a reflection of the country’s status as a global shopping and tourism hub.

“Packed with pathbreaking artificial intelligence applications, it’s part of a new generation of smart retail brands boosting traditional industries and simultaneously strengthening the nation’s digital economy.”

The store is fitted with 38 tablets, allowing customers to browse and test products. Shoppers can also be guided by fashion advisors on-site.

“After a year-long learning journey, our smarter retail concept is ready to welcome shoppers,” said founder and CEO of 6thStreet.com, Dharmin Ved.

“We have invested in digital transformation not only to drive top-line growth but also to streamline efficiencies across the value chain. The 6thStreet.com store offers tangible proof of how AI and machine learning can be leveraged to create an exciting new store format as well as to create new opportunities for the retail sector, delivering speed, cost and sustainability benefits.”

The store provides customers with access to more than 20,000 products, much more than traditional retail shops. Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo and Toms are just some of the big name brands available.

Last May, 6thStreet.com became the first store in the region to host a ‘live shopping’ programme, allowing customers to interact with their favourite ‘influencers’ in real-time.

“6thStreet.com will continue to push boundaries when it comes to delivering never-before experiences for our customers. We foresee the phygital store as one that will be embraced by the UAE’s tech-savvy residents,” Mr Ved said.