The move into e-commerce is being piloted in the UAE, with more than 300 of Giordano’s most popular items available in the initial launch phase, and products delivered within five working days to any UAE address.

“With the launch of our online shopping, we provide our customers with immediate access to our products right at their fingertips. No matter where they are in the UAE, they will be able to shop for Giordano products from the comfort of their home or workplace. The shopping portal is another demonstration of how Giordano adapts its business model to expand reach, and provide the best possible customer service,” said Ishwar Chugani, Executive Director of Giordano, Middle East, India and Africa.

“As it is in its nascent stage, we’re piloting online shopping first in the UAE, with plans to cover other markets in the future,”

Giordano is poised to open a minimum of 10 more stores through to the end of the year, including market launches in Palestine and Mozambique, and additional shops in Lebanon, Georgia and Sudan, putting Giordano on track to hit its target of 250 stores by 2015.

“At Giordano, we just don’t stop at opening new stores. We strive to reinvent our products and our way of doing business, especially at a time when economic uncertainties remain. The key is in keeping close to our customers and offering them the quality basics they need, at the best value price, with the highest level of convenience,” said Chugani.

Last month also saw the opening of the first Giordano Essentials Kiosk at Dubai Festival City in the UAE. The concept was rolled out in Saudi Arabia last year and following its success, more kiosks are slated to open across the region.