In a robust move, Boutique 1, the Middle East's ultimate fashion and lifestyle destination, is actively targeting the United Arab Emirates inbound tourism sector for 2011. Recognised for housing some of the world's most coveted designers from around the globe, the Boutique 1 brand is renowned for personalised service, exclusivity and luxury, and is positioning itself as a strategic partner with an exclusive range of hospitality providers including luxury hotels, private jets and niche travel agencies in an effort to build awareness and drive revenues.

"Up until recently, our efforts have been focused primarily on UAE residents and VIP clients many of whom are members of our Circle loyalty programme. To a lesser extent we have forged partnerships with key hotels and these have generated good results. We want to expand on these efforts to further propel the brand and optimise the tourism segment." said Mr Ziad Matta, Chief Executive Officer, Boutique 1.

"Our aim is for Boutique 1, particularly our flagship store at The Walk, Jumeirah Beach Residence, to become a tourist attraction in its own right. A must see for those who appreciate, indulge and lust after high fashion." he added.

Since its naissance five years ago, Boutique 1 now has four flagship stores. The Dubai stores are located within the attractive fashion hubs of the city: The Walk at Jumeirah Beach Residence, Mirdif City Centre and the Mall of the Emirates. The Beirut store is located in Beirut's Central District on Park Avenue. Each of the Boutique 1 stores attract the most discerning shopper with their unique and edited collections from world renowned designers, many of which are exclusive to Boutique 1 including Elie Saab, DvF, Paul & Joe, Missoni, Mulberry, Andrew Gn, 3.1 Phillip Lim, Proenza Schouler, Collette Dinnigan and Marchesa, to name a few.

The Dubai flagship store, located on the glamorous beachside of The Walk, at Jumeirah Beach Residence, encapsulates 30,000 square feet and spans 3 floors, featuring, in addition to core fashion and beauty offerings, a café, book store bringing titles that satisfy the curiosity of culture and design, Boutique 1 Living housing the best international furniture and home accessories brands, Boutique 1 Gallery showcasing art from around the world, as well as Tilia & Finn, a beauty lounge offering hair, nail and skin treatments for ladies.

Boutique 1 Mirdif is inspired by a contemporary art gallery; conceptualising global designer collections over an open space spanning 13,000 square feet. With products that create a casually eclectic, exclusive shopping experience, this mesmerising floor-space is a fresh expansion of the Boutique 1 brand.

Boutique 1 in the Mall of Emirates is located in the prestigious Fashion Dome, spanning 2,000 square meters, the store brings a feel of understated luxury to the retail experience, showcasing the latest and best in fashion and lifestyle talent. Separating the men's and women's section is an architectural fin: showcasing a dark rich palette for menswear and a light luxurious ambience for women with an exclusive shop-in-shop for French premium children's wear brand Bonpoint.

Targeting one of the Middle East's most premium fashion cities, Boutique 1 Beirut is situated on Park Avenue, one of the most prestigious streets in the heart of Beirut's Central District. Displaying a different interior but with the same concept, the store covers 12,000 square feet and presents fashion and beauty as well as home accessories and a book section.

According to Mr Matta, Boutique 1 buyers scour the world to bring the very best in avant-garde design talent to their boutiques and this, along with an impeccable bespoke service, really sets the brand apart from anyone else. Mr Matta, says their business is encapsulated in the name,

"The Boutique in Boutique 1 highlights our personalised approach, and the 1 confirms and reinforces our commitment to build on our position as the premier destination for fashion and design in the region."

Boutique 1 is the premier destination for fashion and lifestyle in the Middle East and is recognised as one of the most sophisticated and exciting luxury retail destinations in the world. Founded in 2005 by husband and wife team Ziad Matta and Lena Jabbour Matta, Boutique 1 specialises in the high-end luxury retail businesses of fashion, accessories, jewellery, books, homeware, beauty, wellbeing and lifestyle. The Boutique 1 brand has successfully introduced more than 150 prestigious international brands to the UAE, with a rapidly-growing portfolio of local brands transforming the Middle East into a working fashion hub with store operations in the UAE and Lebanon. The Boutique 1 Group has operations in the UAE and Lebanon and employs more than 300 people.