Nadine Merabi eyes international growth

Launched in 2016 in Manchester, the women's occasionwear brand ventured into physical retail with a London pop-up last December and a New York pop-up in March. It opened the doors to its first flagship store this September at 63 South Molton Street in London.

Speaking to Drapers, Merabi said the response has been positive since the opening, with conversion rates and average order value above online orders.

Meanwhile, partywear kicked off early this year for Merabi: “People started shopping even before Halloween this year and they were planning for what they would wear three to four weeks before the events.

“For this year’s sparkle season, we have invested heavily in pearls this year. People are looking for a bit of fun and don’t want something plain,” she added. This includes pearl straps and pearl trims and follows the success of its black tights with pearl embellishments which launched earlier this year with a retail price of £150.

Nadine Merabi's retail prices range from £85 for a satin camisole top to £650 for a long-sleeved white v-neckline sequin beaded embellished maxi dress.

For 2025, a permanent New York store is on the agenda for Merabi next year following the pop-up: “US accounts for 40% of our sales and we want to have a base that represents our brand. We want to host community events and have customers come in to try our products.”

The brand is looking to continue to grow its wholesale presence, having added Selfridges and Fenwick as stockists this year.

Merabi also plans to add more “wearable styles”: “People want to wear something nice in the morning that they can continue to wear into the evening. We will be targeting those day-to-night consumers next year.”