Zimmermann Opens Their First Middle East Boutique

Co-founders Nicky and Simone Zimmermann sat down with Bazaar Arabia to discuss sisterhood, their brand new Dubai store and plans for regional domination…

Known for feminine florals, sophisticated silhouettes and delicate accessories, Australian luxury fashion label Zimmermann has resonated with women in the Middle East for decades, the blend of fun and elegance means the designs are ideal for every occasion from sunset soirées, birthday brunches and sunshine yacht trips to opulent galas and poolside lounging. And now, access to the label’s craftsmanship has got even easier, with the opening of Zimmermann’s first regional store at Mall of the Emirates in Dubai. The brand, which is the brainchild of sisters Nicky and Simone Zimmermann and counts Beyoncé, Lana Del Ray, Jennifer Lopez and Kendall Jenner as fans, has grown from humble beginnings at a Sydney market stall back in 1991 to having over 50 stores around the globe. It’s incredibly exciting to have the first Zimmermann boutique arrive in the region, but we can’t help asking: what took so long?

“We always do things really carefully and we take our time,” laughs creative director and co-founder, Nicky Zimmerman. “We make sure that we do it in a way that is beautiful, that we love it, and it’s the right thing for our customer. We’ve known for years it’s a great thing to do, and something that we want to do. For me, it’s one of the most exciting store openings for us this year.”

Her sister, Simone Zimmermann, who is co-founder and chief operating officer at the label, is equally delighted to have a flagship in the region. “It’s always been on on our minds to open a store in the Middle East, we know we’ve got a great loyal clientele from all areas in the Middle East, and Dubai is a sensible city to open in first in the region,” she says. “It’s been a great start, it’s very new but we’re very excited with how it’s going.”

The store is definitely worth the wait, like many of Zimmermann’s global retail spaces, it has been produced in collaboration with architecture and interior design house Studio McQualter, and has a vibrant, airy and welcoming feel across the three retail areas and dressing rooms. The beautifully methodical interior is home to bold colourways, decadent furniture, statement light features and a collection of artworks by artists including David Hockney and Gaetano Pesce.

“It’s really important for us to bring who we are to Dubai, and to the store, to bring our personalities – our stores are like our homes, we want them to be welcoming and comfortable, that’s a big thing for Zimmermann,” explains Nicky, who overseas the design element of the brand. “And I think that when somebody comes in, and particularly in a new environment like opening in Dubai, we want to create our own universe for them within the store, with our own type of customer service.”

Nicky, who has been visiting the Middle East for over 15 years, in part due to the fascination her children had with Dubai’s waterparks when they were growing up, has watched the region quickly evolve and modernise, and she can see how her line fits into the lifestyle here.

“There’s an obvious synergy with what we do and the climate, we’re essentially a summery brand, but we’re also very feminine, optimistic and modern,” she explains.”There’s lots of intricate details so it appeals to people who have discerning tastes, these women are able to shop every brand in the world, and I think what we have is that attention to detail, a certain femininity and ability to connect with them for, say an event, be it going to the beach or a pool party. Also, by chance, our silhouettes are quite modest.”

This real synergy between Zimmermann and the region means further expansion in the Middle East is on it’s way. “So we have a store in planning in Saudi and we have a store in plan in Kuwait and in Abu Dhabi,” explains Simone who confirms that Saudi Arabia’s retail space will be open by the end of this year. “So it will be the Saudi store next and then Kuwait and then Abu Dhabi.”

The brand also has planned openings in St Barts in the Caribbean and Munich, which will be the first store in Germany.

“It’s always been on our minds to open a store in the Middle East”

Simone Zimmermann

Part of the 30-year success story of Zimmermann is down to the joyous working relationship between the two sisters, and also the part played by Nicky’s husband Chris Oliver who is the brand’s CEO.

“I think for Nicky, Chris and I, the three of us have been really lucky that we are complementary to each other, we are thoroughly comfortable when there are decisions to be made, it’s always been very symbiotic in that way,” says Simone, who is charged with overseeing the business element of the brand. “It doesn’t mean that we don’t have disagreements or have different ways or thoughts of doing things, but it’s definitely a really lucky thing that we genuinely like each other. We’ve all got three different streams of talent that we have in our own lanes and then we come together when we need to, is it’s been a really fortunate thing.”

Nicky jumps in to talk about their sibling bond. “On a less serious side, we just have fun, Simone and I have had the last 20 to 30 years travelling the world together, being in the most hilarious situations, and then in in some pretty bad situations, but you are with your sister,” she laughs. “We can kind of go: ‘I think that person’s weird’ and she’ll go ‘so do I’ and then we will laugh. That’s a sibling thing. It’s unique. We always say, we’re so lucky to have been able to do what we do.”

“It’s really important for us to bring who we are to Dubai and to the store”

Nicky Zimmermann

The sisters are happy, and they’re busy, with so many new stores opening around the world, it’s hard to imagine they have time for any new ideas but Nicky is toying with a certain something. “I’m obsessed with cosmetics and skincare, I have been since I was a teenager,” she reveals. “It is most definitely a passion of mine, something I’m incredibly interested in and I believe that there is a way that there can be an amazing synergy between who and what our brand is and cosmetics. But it’s the same way in which we do everything: when it’s right, when the people are right, when we’re confident it’s worthy of our customer is when we would do something. We’re not in a hurry and we would never not do anything that we aren’t proud of.”

Watch this space for news of new store openings and maybe even something for your make-up bag.

Zimmerman is now open on Level Two of Mall of the Emirates; zimmermann.com.