Dr. Martens Steps into the UAE Market via Multi-Brand Partnership

Dr. Martens continues with its international expansion plan. The British footwear company has announced its arrival in the United Arab Emirates, through the local distributor Beside Group. Initially, the company will distribute its products in the multi-brand sector, although it does not rule out the possibility of expanding into its own retail business.

According to Drapers, the objective is to “optimize market distribution” and continue to enter new markets as part of its international expansion strategy. In June, the brand announced that it was entering Latin America, specifically Chile, Argentina and Mexico.

The CEO of Dr. Martens, Ije Nwokorie, has stated that the goal is to “reach more consumers than ever” by reaching growing markets without having to invest heavily in its own infrastructure, which is why it is partnering with distributors that are already present.

Dr. Martens’ goal is to reach emerging markets without spending too much on distribution

In the case of Beside Group, the distribution group also distributes the products of brands such as Aape, Diesel, Fred Perry, Geox, LongChamp, Pinko and Puma, according to its website.

“We see huge potential for Dr. Martens in the UAE and Latin America, and we are delighted to have two partners who really understand the depth and breadth of our brand,“ added Nwokorie.

The company announced in June that it had resumed operations in Latin America after years of absence. After opening the first outlet in Chile late last year, Dr. Martens announced an opening in the Parque Arauco shopping center, as well as a new store in Buenos Aires.

At the beginning of the summer, the footwear company introduced a strategic plan in its roadmap to gain brand appeal, with a business that has not stopped suffering in recent years. Specifically, it closed 2024 with a 10.2% drop in sales and a plummeting pre-tax profit.

Its sales stood at 787.6 million pounds ($1 billion), compared with 877 million pounds ($1,1 billion) in 2023. The company closed the year with 10.5 million pairs sold, one million less than in the previous year.