Evolving styles

MLW Socks opened its doors in the Kingdom in 2019, and the rapid advancements and KSA’s economic growth outlook has had a remarkable impact on the brand’s growth helping it reach closer to the audience. In fact, Ghada Alareemah, the CEO & Co-founder of MLW Socks mentions that the Kingdom’s positive outlook to growth has significantly facilitated the path for business owners in Saudi Arabia, especially the homegrown brands looking to create a difference.

According to recent reports the Saudi Arabian fashion market was valued at approximately $15.9 billion in 2023, with projections indicating continued growth. The market is expected to reach around $22 billion by 2027, growing at a compound annual growth rate (CAGR) of about 7.1%. MLW Socks is pioneering a quirky change in the fashion landscape with its approach and designs. We spoke to Alareemah to understand more about the brand and its consumers.

How many stores do you currently operate and what are your plans for future expansion?

We started exclusively online but have since expanded to three physical stores – our first in Boulevard Riyadh City, the second in Park Avenue Mall and the third in Al Sikka Complex. Our expansion plans include opening more branches within and beyond Saudi Arabia and we’re also offering franchise opportunities.

How strong is your online presence and what was the journey like?

We’ve built a strong online customer base, focusing on quality and engaging interactions, which helped us attract a larger audience than anticipated. Initially, we managed orders via direct messages but later launched our website and mobile app to streamline the process.

You launched your e-business when the sector was still emerging. What challenges did you face?

At the beginning, we encountered challenges with electronic payment gateways, shipping and delivery. However, advancements in technology, accelerated by the COVID-19 pandemic, greatly improved these areas, enhancing the business environment tremendously.

Selling fashion in Saudi Arabia is quite specialised. How did you attract consumers in this sector?

Saudi consumers have selective tastes, so we focused on designing distinctive, unique products that evoke a sense of nostalgia linked to Saudi childhood. For example, when you visit our stores, you’ll notice that some products resonate specifically with Saudis. Additionally, MLW Socks’ realistic, humorous and colourful phrases have helped us attract a broader Arab audience.

In your opinion, what are the top 2-3 trends likely to dominate the retail industry in 2025?

The retail sector in 2025 will likely be dominated by online related trends, driven by the rapid growth of online shopping. Consumers are increasingly favouring the convenience of online shopping over visiting physical stores.

Which categories do you believe will dominate the retail sector this year?

 In Saudi Arabia, perfumes and abayas are the two most dominant retail categories, as they are essential in daily life.

Do you believe AI and technology will shape the future of retail?

Absolutely. AI and technology will significantly impact the future of retail. For instance, during a recent visit to the UK, I saw a store without any staff—transactions were handled entirely by machines, which prepared and delivered products to the checkout. Even fashion retailers like Zara are incorporating machine-based interactions into their stores.

How do you perceive the Saudi audience and how do they feel about your collections?

The Saudi audience, along with the wider Arab community, has been incredibly receptive. We launched our first store during the Riyadh Season, which allowed us to connect with many Saudis. The feedback has been fantastic, people loved the store’s design and our products. Their support has been so encouraging that they’re even urging us to open new stores across the Kingdom.