One of the latest stores to emerge in the fashion market in Kuwait is GRAIN, a trendy contemporary womenswear multi-brand boutique that specializes in niche and emerging labels.
GRAIN's owners believe that the Kuwaiti market is currently saturated with high end luxury brands as well as high street stores. And while the shopping arena is filled with labels from both ends of the designer spectrum, there is a gap in the middle – a gap where quality labels are produced in low quanitities, but in exceptional design. According to the store's founders, "The idea of GRAIN is to sell neither end of the fashion retail spectrum, but rather provide a product that lies in the "bridge line" category. Most lines that fall into this category usually provide products that are more innovative than high street brands at a price range that is suitable to the young, discerning and creative customer that is aware of these cutting-edge products."
The shopping scene in Kuwait is growing at a slow but very interesting rate. While many business owners still prefer the "safe" alternative of franchises, stores like GRAIN operate on a more creative and out-of-the-box level. The shop identifies the need to provide shoppers with various bridge line brands that both the average shopper as well as the sharpest shopper can appreciate.
"We would like to offer an experience that is unique and attuned to the nuances of a young and creative customer, with brands that, although known to a select few, have great potential to simultaneously grow with our store," added GRAIN's founders.
The shop specializes in stocking trendy emerging designers, many of which have been featured in fashion magazines like Vogue and Elle. Among those brands are Anna October, named by US Marie Claire as one of the "10 Eastern European Designers To Keep on Your Radar"; Ann Sofie Back, awarded "Designer of the Year" by ELLE; MASC, labeled by Selfridges in London as one of their "Bright Young Things"; J.W Anderson, given the Ready-to-Wear Emerging Talent Award at the annual British Fashion Awards.
GRAIN's interior design mirrors that of its business and design ethos. It is minimalist, unique and industrial at the same time – a perfect backdrop for the unique brands displayed in it. A fitted cobalt blue carpet stretches out throughout the space, polka dotted mirrored walls surround the store, cobalt blue pipes act as clothing hangers, and an "unfinished" ceiling rounds up the whole design.
– Alya Al-Othman
Images courtesy of GRAIN