Here is everything you want to know from Nikita Efremov, who talks to us about his new concept store in the Mall of the Emirates…
1. What inspired you to start your streetwear boutique?
I have always been inspired by the eminent brands, media, and luxury companies that dominate the fashion world. My deep-rooted aspiration has been to become an integral part of this industry and establish myself as a successful entrepreneur capable of positively impacting people, communities, and culture at large. These very emotions and dreams have led me to where I stand today.
2. How do you curate your collection of streetwear brands and products?
We take great care in curating our collection of streetwear brands and products. Our purchasing team, consisting of specialised buyers who undergo thorough training, plays a crucial role in this process. Previously, my partner and I used to handle all the buying personally. However, with the growth of our company, we have entrusted this responsibility to the dedicated team, who are now responsible for selecting everything showcased in NE Store.
3. Can you describe your boutique’s target audience or customer base?
NE store caters to a diverse audience since sneakers have a wide appeal. While we offer super rare and collectable pieces that may be more exclusive, we strive to provide options that are accessible to almost everyone. Our average bill is 2500 AED, making us quite affordable in Dubai, particularly for residents, locals, and individuals from the Middle East. Therefore, our primary target audience consists of these groups, as we aim to reach out to and serve people from all walks of life.
The store caters to a diverse range of customers with distinct target groups. The first group comprises affluent individuals who consider sneakers a hobby or are interested in limited-edition collaborations. For them, acquiring exclusive sneakers may be an additional purchase while shopping inside the Mall of the Emirates.
The second group comprises a wide demographic: locals, tourists, ex-pats, and travellers. They seek an exceptional shopping experience, making NE store an attractive destination.
We also strongly appeal to the young audience, as they are integral to our community and culture. This demographic’s passion for streetwear and sneaker culture makes them a significant portion of our target audience.
By catering to these diverse customer bases, we ensure that the store remains a sought-after destination for sneaker enthusiasts, individuals seeking a distinctive shopping experience, and the vibrant young community that embraces streetwear and sneaker culture.
4. What sets your streetwear boutique apart from others in the industry?
Our international resale store chain NE stands out with its unique multi-experience concept, a pioneering feature in Dubai’s resale stores. We are continually evolving, introducing exciting new elements to our store. From a t give-away automat to premium special cleaning and bag restoration services, our offerings cater to the diverse needs of our customers. Additionally, we take pride in providing a captivating atmosphere featuring a NETTS Cafe and an array of three-dimensional art installations, enhancing the overall shopping experience.
One of the key distinctions lies in our exceptional team. Our staff members are well-versed in all aspects of streetwear and sneaker culture. They can expertly assist customers, offering insights into the history of products and brands, providing styling guidance, and addressing streetwear-related queries. When customers purchase items such as the Travis Scott shoe, they are not merely buying footwear but immersing themselves in the rich history and culture surrounding it.
Combining an unparalleled multi-experience concept with a knowledgeable and supportive team ensures that our streetwear store offers a truly exceptional and enriching shopping experience for our valued customers.
5. How do you stay updated on the latest trends and emerging streetwear brands?
NE store stays abreast of the latest trends and emerging streetwear brands through a comprehensive approach. Our buying, purchasing, and marketing teams diligently monitor the industry to identify what is currently in high demand and gaining traction. We actively engage with our audience, seeking their feedback and opinions, which helps us understand what resonates with them and what they seek in streetwear fashion. Furthermore, we analyse and learn from customers we couldn’t reach initially, exploring ways to enhance our strategies and expand our reach. This continuous analysis and feedback process ensures that our selection remains relevant and appealing to our valued customers.
6. Are any specific values or principles guiding your boutique’s selection process?
NE store follows a stringent selection process guided by values and principles underpinning our choices. While the specifics are part of our non-disclosure agreement, I assure you that each item we curate undergoes a thorough evaluation. Our selection criteria consider various factors, including uniqueness, quality, and alignment with current trends.
7. How do you create a unique and engaging customer shopping experience?
To create a unique and engaging shopping experience for our customers, we strongly emphasise our team. Education and training are at the core of our approach. Our team members undergo continuous weekly and monthly sessions to stay on top of the latest trends and updates within our store and the streetwear industry. This equips them with the knowledge and expertise to effectively communicate and translate these insights to our customers.
In addition to a knowledgeable staff, our collaborations with renowned artists like Alec Monopoly and Sold as Seen add to the allure of our store. These partnerships introduce new and limited-edition products that entice people to visit our store, piquing their interest in the rich history behind the brands involved.
By combining a well-trained team, an emphasis on education and knowledge sharing, and exciting collaborations, we strive to create a shopping experience that meets our customers’ expectations and exceeds them, making each visit to the NE store memorable and fulfilling.
8. Can you share any collaborations or partnerships you’ve done with other brands or artists?
In Dubai, we’ve collaborated successfully with esteemed artists such as Alec Monopoly and the brand Sold As Seen. This partnership has not only added to the allure of our store but also achieved remarkable sales results. We are excited about the prospect of presenting more thrilling collaborations in the future, further elevating our offerings and engaging our valued customers.
9. How do you source your boutique’s limited edition or hard-to-find streetwear items?
We take great care in sourcing limited edition and hard-to-find streetwear items for our stores worldwide. Our approach involves collaborating with various resale communities from different regions worldwide. Our dedication to sourcing exclusive items ensures that the NE store remains a destination for those seeking exceptional streetwear fashion.
10. What are some challenges and rewards of running a streetwear boutique?
Running a streetwear store comes with its own set of challenges and rewards. One of the primary challenges is the constant need to stay ahead in a highly competitive industry. We compete with other resale brands and streetwear stores and face competition from luxury fashion powerhouses like Louis Vuitton, Gucci, and Fendi. To stand out, we must consistently offer something that captivates our audience. This includes creating a unique atmosphere, enhancing customer experiences through our team’s exceptional service, and implementing innovative marketing strategies.
Despite the challenges, the rewards of running a streetwear store are immense. Being recognised and interviewed for our contributions to streetwear culture is gratifying. Building a positive reputation in the media and among people passionate about streetwear culture brings a sense of accomplishment. We take pride in curating a collection that resonates with our customers, forging meaningful connections, and playing a part in the dynamic and ever-evolving streetwear community. The joy of sharing our passion with like-minded individuals is immeasurable and makes the journey as NE store owner truly rewarding.
