Diesel launches its new e-Commerce website in the Middle East

Redbox Digital, the London-based office of the SQLI Group, has been chosen to create the new e-Commerce website for fashion brand Diesel in the Middle East after partnering with premium fashion retailer Beside Group.

The digital solution has been built on Magento Commerce Cloud and initially launched in the UAE and Saudi Arabia in April 2021, followed by Bahrain, Qatar, Kuwait and Egypt.

The online store will sit on the Diesel’s domain, but be managed end-to-end by Beside Group – the exclusive distribution partner of several major international premium fashion brands in the Middle East.Magento’s unrivalled customisation capabilities and Redbox’s impressive client list, body of work and experience in the region proved the perfect combination for Beside.

Beside Group’s Marketing Director, Tarek Barakat, said: “We wanted to build the platform on Magento because it provides the flexibility and customisation that we need for the size or volume we are aiming for. Redbox came highly recommended to us through our network in the region. Both our e-Commerce consultants, Khaleej Digital, and Beside opted for Redbox due to their professionalism and expertise in the pitching process."

Sarmad Hassan, Redbox’s country manager, MENA said: “The Middle East is experiencing huge growth in digital shopping right now – especially through smartphone use – in countries such as Saudi Arabia, UAE and Qatar. There are massive opportunities for brands and businesses in the region. Our Dubai team has exceptional experience in designing and developing ecommerce experiences and understands the region’s different markets and cultural behaviours.”

Based in Dubai, Beside Group has more than 25 years’ experience in fashion retail. This includes brick and mortar stores, wholesale and omnichannel. The company operates stores across the Middle East for a number of international fashion brands and is now looking to build on the growing e-Commerce opportunities in the region.

The Redbox build will also give Beside the flexibility to incorporate its back-end infrastructure with new front ends, with the aim of creating new digital solutions for its other premium brands at a lower cost and to a quicker timescale once the Diesel platform is up and running.

Tarek Barakat, said: “The current market situation has presented us with a set of new challenges and opportunities.  We have teams working on this project all over the world with our ERP team sitting in India, ecommerce consultants in Europe and the Beside team in Dubai.  Luckily all the stakeholders, including Redbox, know the region well and know how to operate across borders, including cultural and language differences, which really helps for a smoother relationship. We have already completed the discovery phase and the Redbox team has been well organised and professional. We are looking forward to a long-term strategic relationship with their team”"