What: E-commerce player Ounass launches its first physical location, Ounass Maison, at Dubai's Mandarin Oriental Hotel, offering VIP personal shopping services while maintaining its digital-first strategy that has achieved 35% year-on-year growth.

Why it is important: This strategic expansion demonstrates how successful digital-native retailers are evolving to meet luxury consumers' demands for personalized experiences across both online and offline channels.

Ounass, the Middle East's leading online luxury destination, has unveiled its first permanent physical space, Ounass Maison, within Dubai's prestigious Mandarin Oriental Hotel. The elegant VIP personal shopping space aims to deepen connections with loyal customers through private styling and fitting consultations in a living-room setting. While maintaining its commitment as a digital pure player, the company leverages this physical touchpoint to enhance its service offering, which already includes impressive features like two-hour delivery averaging 89 minutes in the UAE.

With 4 million monthly active users and an average order value of USD 550 excluding beauty, Ounass demonstrates strong market understanding through initiatives like adjusted Ramadan delivery times and exclusive brand partnerships. This expansion represents a strategic evolution in luxury retail, combining digital excellence with personalized physical experiences.

IADS Notes: This development aligns with broader luxury retail trends in 2024, where research shows 70% of shoppers prefer retailers offering personalized experiences across all channels. The strategy reflects successful VIP service models, where top customers generate significant revenue shares. Ounass's approach mirrors the digital transformation seen across Middle Eastern luxury retail, effectively combining technological efficiency with high-touch personalization.

E-Commerce player Ounass has opened a personal shopping space in Dubai