In an exclusive interview with Business Technology Review, Marcella Wartenberg, CEO of AWWG Group, outlined Hackett London’s ambitious five-year expansion strategy across the Gulf Cooperation Council (GCC) region. The British heritage brand, renowned for its tailoring excellence and understated menswear aesthetics, is leveraging its partnership with Apparel Group to establish a formidable presence in one of the world’s most competitive luxury markets.
The GCC region has emerged as a strategic priority for international fashion brands seeking sustained growth amid shifting global consumer patterns. With Dubai serving as the regional anchor, Hackett London’s expansion roadmap focuses on measured market penetration across the UAE, Saudi Arabia, Qatar, and Oman. The brand recently underscored its commitment through the regional launch of its Autumn/Winter 2025 campaign in Dubai, featuring racing legends Carlos Sainz Sr. and Jr.
Wartenberg emphasized that the Middle East represents a long-term strategic investment rather than an experimental market. ‘The GCC offers a unique combination of fashion-forward consumers, strong menswear culture, and high concentration of affluent shoppers,’ she noted. ‘However, success requires precise adaptation to local climate conditions, lifestyle preferences, and styling expectations without compromising the brand’s British heritage.’
The CEO highlighted the critical importance of maintaining authenticity while implementing regional adaptations. Hackett London’s approach includes introducing lighter fabrics, versatile silhouettes, and transitional pieces that move seamlessly between professional and social settings. This balanced methodology allows the brand to preserve its design integrity while meeting practical consumer needs.
The Sainz father-son campaign narrative was strategically selected to resonate with regional values emphasizing family legacy and generational continuity. This marketing approach aligns with cultural sensibilities while demonstrating the brand’s evolution within traditional frameworks.
From an operational perspective, Hackett London is transforming its retail approach from transactional to experiential. The brand is implementing personalized services, strengthened client relationships, and integration with Apparel Group’s loyalty ecosystem. This experiential shift aims to create lasting emotional connections with discerning GCC consumers who increasingly value brand relationships beyond mere purchases.
Wartenberg confirmed sustained investment across the region, with particular focus on Saudi Arabia’s emerging luxury market and Dubai’s established retail landscape. The expansion strategy combines physical store openings with cultural adaptation, ensuring Hackett London maintains its distinctive British identity while building meaningful regional relevance.