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Giordano International

  • Giordano International was founded in Hong Kong in 1981 and is now one of the world’s leading international retailers of men's, women's and children's apparel and accessories. By focusing relentlessly on its five corporate business values of Quality, Knowledge, Innovation, Service and Simplicity (Q.K.I.S.S), the brand has grown from its single Hong Kong store in 1981 to the present network of over 2,100 stores and counters in over 30 countries in the Asia-Pacific and Middle East regions. The company's brands - "Giordano", "Giordano Ladies”, "Giordano Junior",  - are today synonymous with superior quality, value and service.

  • Mission & Vision

    Giordano's Vision is – "To be the Biggest and the Best World Brand in Apparel Retailing"

    (A World Brand is a brand that has no centre, knows no national borders. It is cross-cultural and is owned by local consumers. It is truly a “Think Global – Act Local” scenario. Each market adapts to their customer’s needs, wants and culture, but all maintain a cosmopolitan, international and contemporary touch.)

    The brand's Mission is – "To Make People Feel Good and Look Great".

  • Corporate Values

    QKISS – Quality, Knowledge, Innovation, Service, Simplicity

  • About Giordano

    Giordano embodies the contemporary lifestyle choices – simplicity in design and quality in substance. Its total commitment to superior service, excellent quality and great value has enabled the company to successfully execute its multiple-market and multiple-brand strategy.

    Giordano today is one of the top five clothing retailers in the whole Arab region. The brand’s merchandise mix of relaxed and smart casuals has proven popular for all age groups and nationalities, demonstrating the global appeal for the brand.

    The heart of the Giordano system is that it is totally customer responsive. Information, speed and simplicity are the key components driving the entire operation.

    Giordano’s brand philosophy is modern simplicity and style - where less is more and a style that accentuates and enhances an individual’s inner beauty through modern, classic and timeless clothes. In an industry constantly adapting to changing trends that result in rising production costs, Giordano has developed a flexible approach to fashion retailing.

  • Giordano’s Office in the Middle East

    Our office in Dubai, United Arab Emirates - Giordano Middle East FZE (Free Zone Establishment), was established in 1993 as a 100 % subsidiary of Giordano International and provides strategic support, logistics, and management to Giordano’s franchise partners across the region and is also responsible for Giordano’s Expansion and Franchising across the Globe.

  • Stores

    The average sizes of our stores are between 1000- 2000 square feet. The brand also operates large format / flagship stores of over 7,500 square feet in key locations. The strategy is to select accessible and effective locations so that Giordano stores are within easy reach of all customers.

  • Markets in the Middle East and Beyond

    Since its inception in 1993 with the first retail outlet at Bur Juman Centre, Dubai, Giordano Middle East now operates 240 stores in 23 countries across the region.

    Another initiative taken was to launch our other brands, Giordano Jr., Concepts One and BSX in the region. This was done to attract different market segments. Conscious efforts were also made to change the merchandise mix and thus cater to the new needs of its customers.

  • USP

    The USP of the brand is to consistently provide to its customers:

  • Timeless Quality Product
  • Exceptional Customer service by well-trained employees.
  • Additional Services – Alteration, Global exchange policy
  • Strategic Locations – ensuring easy accessibility for its customers
  • Maintaining a Competitive Edge

    Giordano has evolved in the last 30 years from a basic mass market retailer to one that provides quality product, world class customer service and exceptional value to its customers. In the dynamic world today it is important to evolve and continuously address the needs of the consumers and the markets. The brand has consistently built emotional ties with its customers and strives to provide its customers with an exceptional shopping experience.

    There are several initiatives taken to ensure that the brand is able to sustain its growth.

  • Continuous interaction with Customers

    Communication with customers through personal calls, regular SMS, HTML’s, emails, and newsletters ensures that customers are kept up to date on the brands products and services. This also enables the brand to get feedback from its customers, which is integral to our development and ensures that we deliver what the customer needs.

  • Staged and Real Time System

    The brand has a very innovative and real time retail system which links all its stores globally. The system which has been developed in-house and is totally customised to ensure that the brand has the information required for its buying, sales, and other relevant functions.

    This enables the brand to take informed decisions on inventory, customer profiles and requirements.. The system enables the sales and the buying team to review stocks, sales and other relevant information in real time for any of its stores or markets. Relevant reports can be generated as required to enable the management team to plan and implement effectively.

  • Inventory Management

    The brand has a very efficient and effective inventory management system which links all its retail stores and markets. This enables all markets to have real time information and ensure that it manages an optimal DOI (days of Inventory). Corrective action can be taken promptly for any variances from the standards set, thus ensuring optimal use of resources both regionally and globally.

  • Keeping it Simple

    The corporate value of "Simplicity" is followed at all levels thus ensuring Speedof operations. The business model ensures that processes are simple and efficient thus creating value for its customers.

    It is from Simplicity that all our other values follow. By keeping it simple, you become more nimble to streamline your operation and allow you the speed to make changes as and when required.

    All of the above ensure that Giordano is able to maintain its competitive edge and can face the day to day challenges of the retail world.

  • Product

    Simple pleasures of basic fashion – that is the driving force of Giordano. Giordano's styling always revolves around what is relevant, essential and functional. The look is relaxed and the merchandise can easily be mixed together to match any occasion, mood or place.Customers can be assured "to feel good and look great".

    The product development team works continuously on product innovation to provide product differentiation and enhanced valued for the customers. There is continuous process of innovation keeping in mind customer and market needs.

  • Advertising and Marketing

    Giordano has always been the leader in innovative marketing and advertising techniques. Creativity and differentiation is the key and Giordano aims at all times to bring something new to the region.

    The brands strongest marketing tool is its stores, which are strategically located at most of the malls, residential areas and business districts in order to be easily accessible to its customers. While the normal channels of marketing and advertising are used by the brand, the stores become one of the most powerful tools to communicate and interact directly with customers. Well-designed stores, creative displays, strong visual merchandising and store ambience, all ensure that the customers have a pleasant shopping experience and are attracted to the brand.

    The corporate web-site is used effectively to communicate with the customers on new merchandise, seasonal campaigns, promotions, and various other activities. Newsletters and mailers are sent to ensure regular communication with the customers. Careful planning ensures that all marketing communication methods are aligned to consistently position the brand in the market.

  • Customer Focus

    Providing exceptional customer service is a key objective for every employee. Staffs undergo continuous training in customer service and are monitored and assessed on a regular basis. Consistent and exceptional service providers are recognised and rewarded through the monthly staff awards scheme.

    The brand keeps contact with its customers and solicits feedback on an on-going basis.

  • Customer Loyalty Program – WWS

    Giordano has always focused on exceeding customer’s expectations in terms of merchandise and service. It has initiated many additional services such as complimentary alterations, global exchange policy, and a customer service toll free hotline.

    The brand launched its WWS – World Without Strangers-it’s global and card less loyalty program in 2007 with the objective to reward its loyal customers. The USP of this program is its global presence, the simplicity of its usage and your mobile number being your personal identification or membership number. Customers are able to get discounts and accumulate points on every purchase they make and can also access their information Staged and or on their mobile phone.

    The Program has received a tremendous response since its launch and today has over 8 Million WWS members globally.

  • Recognition

    Giordano was recently listed as one of the Top 100 Companies Making a Difference in the Arab World by the prestigious Forbes magazine. The company also received the 2013 Global Emerging Market Retailer of the Year award in London, UK from Retail and Leisure International (RLI).




Giordano celebrates 25 years of presence in the region.

Giordano won the “2013 Global Emerging Market Retailer of the Year” at the Retail Leisure International Awards held at the Natural History Museum in London.

Forbes Middle East has ranked Giordano one of the top 100 companies making a difference in the Arab World.


Giordano’s e-shopping service launched in the UAE .

Giordano launches Giordano Initiative For Talent (G.I.F.T.), a CSR programme to support the local community. The first venture is a partnership with Mawaheb’s Dubai Art Studio wherein talented students with special needs interpreted World Without Strangers for their t-shirt design.


Giordano named as one of the best brands for jeans among Saudi teens, survey from Communicate Levant magazine.

Giordano opened its 200th store in the Middle East, located in Mushrif Mall, Abu Dhabi.

Giordano Means Service, a unique customer service programme called for Giordano staff and senior executives to be on the floor and attend to customersFirst Giordano store opened in Beirut Mall, Beirut, Lebanon.


Giordano continued to grow and expand as it opened 12 new stores and kiosks in 2010 bringing to 188 total stores across the Middle East and India.

Giordano celebrated 15 years of operations in Saudi Arabia and donated SR125,000 to the Disabled Children’s Association as part of its commitment to give back to society.

Giordano launched the Essential Kiosks stores in Saudi Arabia - another innovative retail concept to bring its products closer to customers.

Giordano reached out to new markets as it opened its first stores in Syria and Iraq.


Giordano Middle East was awarded the BEST SERVICE PERFORMANCE BRAND by the Department of Economic Development in Dubai, as part of the Dubai Service Excellence Scheme.

Giordano Middle East was awarded Best Retailer of the Year and Best Fashion Store by Ajman City Centre.

Giordano India opened its 11th store in India with the new store opened in Hyderabad.


Giordano Middle East crossed the 160 Store mark, with the opening of their two largest flagship stores in Dubai Mall, Dubai in UAE and Mall of Arabia, Jeddah in Saudi Arabia.

Giordano launched its new brand BSX in Saudi Arabia. It now has 4 stores in the Kingdom.


Giordano has opened its new store in Dubai Festival City. With this new addition, Giordano now operates 135 stores in the Middle East.

Syed M.Salahuddin, Managing Director of ETA-ASCON-STAR Group was honored by Indian President Dr.A.P.J. Abdul Kalam with the prestigious PRAVASI BHARATIYA SAMMAN AWARD in New Delhi. Giordano Middle East is a member of ETA-Ascon-Star Group of Companies.


Giordano Middle East - Saudi Arabia Market has celebrated its 10th Anniversary of Saudi Arabia Operations with a generous donation to the Disabled children’s association (DCA) of SR 100,000

Giordano Middle East enters new market with shops opened Russia, Bulgaria, Armenia and Algeria.

Giordano Middle East has achieved regional SUPERBRAND status, after being identified and confirmed as one of the Arab World's leading brands.

Giordano International has announced that Mr. Ishwar Chugani will join its Management Committee with effect from July 1, 2006. Mr. Ishwar Chugani is presently Executive Director of Middle East and is also Director of Giordano Fashions India. Giordano Middle East operates over 120 outlets in the region, with annual sales in excess of HKD300 Million. Meanwhile, Giordano Fashions India opened its first store in Chennai in May 2006 and targets to have 20 stores by 2008.

Giordano Middle East organized its First ever Warehouse Festival which was on from April 5th-8th 2006, at the company's Distribution Centre. The festival ended on a high note with over 5,000 people attending the four day event.

Giordano’s store at Burjuman has bagged the ‘Best Service Performance Outlet’ Award for 2006 from Dubai Service Excellence Scheme (DSES), an initiative of the Department of Economic Development to raise customer service standards in Dubai.

International retail giant, Giordano has launched India operations with the opening of its first store in the Southern metropolitan city of Chennai. Located in the recently opened Chennai City Centre, the store marks the beginning of Giordano’s ambitious plans for the Indian market.


Giordano Middle East organised its third Giothon which saw 1,500 people turn out for fun and games at Safa Park, Dubai, UAE. A sum of AED 30,000 was raised and handed over to The Rashid Pediatric Therapy Centre.

Giordano Middle East hosted its first ever Giordano Bazaar, at Shangri-La Hotel, Dubai, UAE, to interact with Giordano Card Holders. Customers also had an opportunity to purchase Merchandise at very special prices during the 2 days of the Bazaar.

Giordano Middle East crossed the 100 Store mark, with the opening of two new stores (Giordano and Giordano Junior) at the IBN Battuta Mall, Dubai, UAE.

Giordano Middle East launched its second edition of the book Simplicity - The Brand's Guide to Dressing.

Giordano Middle East officially launched the Giordano Junior brand in the Kingdom of Saudi Arabia, with the opening of its first store in Jarir Mall, Jeddah.

Giordano Saudi celebrated 10 years in the Kingdom.


Giordano Middle East became the first apparel retailer to collect the Dubai Quality Appreciation Programme (DQAP) Award for 2003, as part of Dubai’s Drive for Quality.

Giordano Middle East entered the markets of Kazakhstan, Sudan, Maldives and Sri Lanka. Giordano Middle East appoints a Business Development Team to oversee the process and support partners in those markets.

Giordano Middle East held it’s second Giothon, with the 2004 event seeing more than 800 adults and children taking part. The event raised AED 30,000 for The Rashid Pediatric Therapy Centre.

Giordano Middle East launched Gio-X-Press, a unique service for customers in the UAE. The service provides customers with items that they require promptly. Gio-X-Press works as an inter-connective service between stores, allowing quick and prompt transportation of merchandise thus ensuring that customers are not inconvenienced.

Giordano Middle East launched a comprehensive Nationalization Programme in Saudi Arabia, which saw more than 20 Saudi nationals join the customer service workforce. The programme was in response to an initiative by the Kingdom’s Human Resources Development Fund to integrate nationals to the service industry.

During 2004, Giordano Middle East launched the Giordano Card, a Customer Appreciation Card that provides Giordano Customers with special discounts and benefits on their purchases.

Giordano Middle East officially launched Giordano Junior in the UAE Market, with the opening of its first store at Sharjah Mega Mall. The brand caters for children from 3 to 14 years of age.

2004 also saw the start of Giordano Middle East Store Refurbishment Programme – the new store look focuses more on the customer with the integration of wider aisles, larger fitting rooms with built-in intercom systems and a clear cashier area. In addition, new lighting and store layout will put greater focus on the clothes and make it easier for customers to find what they are looking for.


Giordano Middle East celebrated 10 Years of operations in the Middle East.

Giordano Middle East received the Market of the Year award from Giordano International.

Giordano Middle East established Six Stores in Kuwaitand reached the 25 Stores mark in the Kingdom of Saudi Arabia.

Giordano Middle East launched Giothon, a community walkathon in aid of The Rashid Pediatric Centre. In its inaugural year, the 3.3km event raised AED 25,000 for charity and saw more than 500 participants.

Giordano Middle East stores across Dubai received certification from the Dubai Services Excellence Scheme, an initiative created by the Dubai Department of Economic Development to oversee quality standards of service in the Emirates.


Giordano Middle East achieved the '60 stores' in the Arab World. Giordano launched Simplicity - Your Guide To Dressing for its Middle East customers.

Giordano Middle East is nominated by the Middle East Economic Digest (MEED) to receive the Business-to-Consumer Service Supplier Award as part of the 2002 Awards for Business Excellence.


Giordano Middle East launched a corporate sales division to provide uniforms and corporate clothing for Middle East companies, including Microsoft, Sun Microsystems, Chilis, Mashreq Bank, IKEA, Eppco, ACER, Black and Decker.


Giordano International adopted strategies to deal with the Asian financial crises with more emphasis on quality, style and authority. Giordano inventory management was considered among the best in the industry. Giordano Middle East entered into a franchise agreement to open its first store in the Kingdom of Bahrain.


The Hashemite Kingdom of Jordan became the fourth Arab country to open a Giordano store through a franchise agreement.


Giordano Middle East opened their first store in the Sultanate of Oman and at Al Faisalia Plaza in Jeddah, Kingdom of Saudi Arabia.


Giordano Middle East launched its first store in the Arab world at the Burjuman Centre in Dubai, UAE.



  • Giordano has received numerous accolades over the years, including service excellence awards from the various Shopping Malls across the region. The brand was also the first apparel retailer to receive the Dubai Quality Appreciation Programme award. In 2004, Giordano became one of the first retailers to be nominated for the Dubai Service Excellence Scheme, for all its stores across Dubai. In 2009 Giordano received the award for "The Best Service Performance Brand 2008-2009" under the Dubai Service Excellence Scheme.

Giordano World

  • Giordano presently has a network of over 2,100 stores in over 30 countries Asia, Australia, Africa, Canada, Central America, Eastern Europe, Central Asia and the Middle East . The company's brands - "Giordano" and "Giordano Junior" - are today synonymous with superior quality, value and service. They also have an apparel manufacturing division that takes care of some of their own retail requirements as well as supplying merchandise to other world renown brands.