bYSI a Singapore headquartered fast fashion brand had tremendous local growth and was expanding locally to 15 stores. But Singapore being a small city state, I had been looking for potential for the brand overseas away from the Singapore market where it can make a impact. That is where Dubai was zeroed in and research started in on zeroing in on the right partner for us to start the store in the UAE market. Every market looks attractive outside until you identify the pitfalls. Through various research and navigating the pitfalls, the brand was able to successfully establish itself in the Dubai Mall as its flagship store and went on to further expand its presence in to the Kuwait and Saudi Market. This was through customization of the needs of the customer in that market as well as identifying the markets unique requirements.

I had been part of a homegrown brand which was purely brick & mortar and the way to expand to other countries was through franchising alone. I took the opportunity to transform the brand from Brick & Mortar to Omni-retailing. This enabled the brand to not only sell where its franchise was present but also gave abundant opportunities in places where it dint have physical stores. This paved the way for the brand to survive the covid period at the same time making its presence felt in countries where it smelled opportunities through targeted advertising.