Silicon Central signs up five brands from Step In Group

Dubai’s new lifestyle and shopping destination Silicon Central signs up five brands from Step In Group including Bella Maison, Calliope, DeFacto, FLO and Penti.

The shopping mall and management division of Lulu Group International, Line Investments & Property, has signed an agreement with Step In Group to bring these five brands on board. The lease signing ceremony was attended by Birendra Tiwari, Founder and CEO of Step In Group and Salim MA, Director, LuLu Group at Silicon Central.

Commenting on the occasion Salim MA said, “The brands we are bringing on board from Step In Group will offer a wider and more diverse choice to our mall visitors with discerning taste. We are delighted to welcome Step In Group to Silicon Central, the new lifestyle destination of Dubai.”

“As home to a multitude of diverse brands, we aspire to meet customers’ needs through memorable shopping experiences and are delighted to have five of our diverse range of brands at Silicon Central.  Our aim is to bring ‘freshness’ to the retail market in the UAE. All these five brands are famous and well known internationally and we are introducing them to UAE customers for the first time. We look forward to bringing Bella Maison, Calliope, DeFacto, FLO and Penti to a new audience,” Tiwari added.

Established in 2016 Bella Maison is a bed linen brand offering high quality cotton collections harmonised with accessories designed in-house. DeFacto is a Turkish brand offering clothing and accessories for men, women and children. Another Turkish brand Penti offers leg wear, underwear, home wear, lingerie and beachwear for men, women and children, while FLO is one of the largest footwear retailers in Turkey. Calliope is an Italian clothing brand that offers trendy but affordable complete line of apparel and accessories for men, women and children.

With a total of 81,500 sqm [approximately 877,260 sqft] GLA and 3,500 car park spaces, Silicon Central houses a broad mix of brands tailored to ensure shopper satisfaction. Adding to the unique shopping experience, a diverse range of dining options will comprise 24 casual restaurants and cafés as well as 21 food court units.

Strategically positioned 12 km from the city-centre and 15 km from Dubai Airport in Dubai Silicon Oasis, Silicon Central is the first eco sustainable district in Dubai focused on low carbon footprint, AI and technology. The mall’s grand opening is scheduled in mid-November 2022.