Dubai – MENA Herald: REDTAG, the value fashion and home lifestyle brand has successfully completed the first phase of its new collaboration with Arab artist Cyrine Abdel Nour.

Following almost a decade of unprecedented growth across the region, REDTAG has evolved to become a major player in the affordable fashion retail arena with over 170 stores in 50 cities across the MENA and CIS. This exclusive collaboration was a first for REDTAG and signalled a strategic new brand direction for the home-grown MENA and CIS business.

As the new face and exclusive partner of the REDTAG brand, Cyrine Abdel Nour worked closely with the REDTAG team to create a unique collection inspired by her favourite looks and global fashion trends. Cyrine also featured in a high-impact marketing campaign across MENA and CIS, including billboards, fashion shows and social media, TV, and cinemas.
Speaking about the successful partnership and its impact on the business, David Pidgeon, Chief Operating Officer of REDTAG said, “This collaboration was a first for REDTAG and a significant milestone in our brand’s strategic vision as we extend our fashion footprint across the MENA region. This project was a big step forward for our business and we worked carefully to select the right partner. We are extremely pleased with the results so far, with a 15 per cent increase in our footfall since the launch of the collaboration, and believe that we made the right move. Cyrine Abdel Nour is not only an icon of the Arab music world with a remarkable talent; she also has an inspirational style and sophistication.”
“Our target is to increase the number of stores in the Middle East by more than 26 per cent within the next two years, with 20 new stores opening in the MENA region this year. The collaboration with Cyrine Abdel Nour played a key part in strengthening our position, growing our market share and driving footfall. We also have ambitious plans for other categories such as our menswear sector and will be looking at new collaborations over the coming year.”