Baroue, Baroue, Baroue.
On paper it doesn’t take much to open a store in Kuwait, the business process is comprised of the following: get money, get franchise, get location. The same store you visited a few years back on your summer vacation to an Arab hotspot (London, California, DC) has now shown up in your neighborhood avenue. In the past ten years, most Kuwaitis have grown accustomed to the growth of shopping malls and their associated brand names. The Midases of Kuwait who do come up with their own names are merely an amalgamation of other brands.
So what is one to do if the franchises (or combination of them under a local name) do not carry the products you are looking for?
You make it yourself.
Well, that is what one company recently did with Baroue… The concept was realized by Fahed Al-Mutawa after a bout of frustration finding items for his then newborn. After realizing the need for a child superstore; the idea behind Baroue was hatched, and it came to life through MS (Mutawa/Sayer) Retail (Restaurateurs in previous ventures).
What differs Baroue from any other children’s’ store?
Baroue has gone beyond the cookie-cutter approach of reselling items and retaining franchises; They have created a complete brand/franchise from zero. Their design studio (clothes) is based in London, their factories are in India and their head office is home sweet home, Kuwait.
Their first store is the third largest at the Avenues and carries everything from clothes and toys to a huge dragon that is a playpen in itself. And they have plans of expanding to other countries shortly.
For those who have had the theme song playing endlessly in their head (Baroue, Baroue, Baroue) .. You can blame Yuri Mrakdi, who originally came onboard as a Marketing director (and later sang the song). For the techies, you can track your children (RFID armbands) playing in the dragon through the kiosks scattered around the store.
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26 Comments, add your own...
1. dalooom | October 21st, 2007 at 11:50 pm
khoosh 7emlaa e3lamiyaa.. I think they spent aloooooot of money..
nice post :)
2. Sarah | October 21st, 2007 at 11:51 pm
I applaud them for their effort. The place is great, I specially loved their children’s play area. BUT they are over priced on many children’s items such as the Baby Johnson’s products, car seats, or strollers. While I do admit their own clothing brand “Baroue” is reasonably priced.
3. Faisal | October 22nd, 2007 at 12:07 am
they actually have a 450kd baby trolly.. thats like buying ur child a mini rolls royce
4. ??? | October 22nd, 2007 at 12:20 am
This store is magnificent on so many levels. Kudos to Fahad Al-Mutawa.
Btw K why aren’t the posts on your blog this interesting and this frequent ?
5. K.theKuwaiti | October 22nd, 2007 at 1:05 am
dalooom:
It costs money to make money .. ;)
Sarah:
They probably pay an extra premium on products that aren’t created in house. Its easier to set the prices when you make the item.
???:
Fahed and the team at MS Retail have done a great job .. I don’t really have much time to post recently; It should be wrapped up in the next month.
6. Faisal | October 22nd, 2007 at 2:35 am
“You can blame Yuri Mrakdi”
Ooooooooah .. I never quiet figured why the song is so %^$@ annoying
7. Marzooq | October 22nd, 2007 at 3:16 am
This blog is going to the dumps. I want Mark back.
8. Al.Sadoun | October 22nd, 2007 at 3:27 am
look interested..
tHanKs..
9. Z District | October 22nd, 2007 at 6:30 am
We must test the dragon, for safety purposes!
10. MYK | October 22nd, 2007 at 8:08 am
hmmm … 12Ks? :P
11. holla | October 22nd, 2007 at 9:05 am
It’s called baroue as in small, like the old kuwaiti game?
12. K.theKuwaiti | October 22nd, 2007 at 9:14 am
Faisal:
Arabiyona ana … wait, what were you saying.
Al.Sadoun
Thanks .. You should go check it out.
MYK
17 .. not including the hidden picture.
holla:
Its named after the old kuwaiti childrens game .. baroue = roleplaying (I think)
13. 1001 Nights | October 22nd, 2007 at 9:35 am
Wulla bravo 3alaihum. I love it when Kuwaitis show entrepreneurial spirit and are successful at it. Alla ywafighum.
As a reader it’s really nice to get the inside scoop on startups in Kuwait from owners or friends of owners. Hope you do more of these kinds of posts.
14. HHH | October 22nd, 2007 at 12:22 pm
Great concept i really enjoyed the whole experiance i finally managed to do all my kids shopping from one location…. by the way regarding the prices i checked it out and realised that they actually carry both high and low priced items (gives more shopping options i think) any way… good luck wish you guys all the best…
15. yo_ghurt | October 22nd, 2007 at 12:55 pm
Nice press release…
16. lfc-Q8 | October 22nd, 2007 at 1:08 pm
i went there for the first time last week and it was amazing and its still not open 100% as the party dep will open soon and that will be awsome
i managed to find some nice things.
17. vampire | October 22nd, 2007 at 5:45 pm
anyone has the theme song ?! “
18. kwt23 | October 22nd, 2007 at 6:26 pm
true, baroue is a big hit in kuwait…there are some problems though. check my post to see what im talking about : http://kwt23.wordpress.com/2007/10/20/baroue-for-kids-maids/
19. Biohazard | October 22nd, 2007 at 6:39 pm
I tried to walk in with 6 of my friends, we were banned. “Children’s store! You’re men!”. Suspicious teenagers aren’t allowed. I get it though, most of the teens there are for the “gaz”, we just wanted to see what it’s all about. After singing the damn song so many times..
We talked with the security guard, he said if it’s the morning sure, but at night no. Also, a life size cotton line costs 299KD. =O
20. TanGo | October 22nd, 2007 at 8:07 pm
even a pack of bones would sell well in this country!
21. Reading between the lines | October 22nd, 2007 at 10:16 pm
Much of our high street clothing requirement is sourced out of either, India or Bangladesh - be it Zara, Mango, H & M or Gap. We can only hope there is no sweat shop like twist to the Baroue story in India and that there are no children working in the manufacture garments for other children.
22. joud | October 23rd, 2007 at 3:44 pm
the baroue tvc has to be the most annoying one i’ve seen/heard in a long time
23. Bashar | October 23rd, 2007 at 9:57 pm
Really great job. Even though I hated the BAROUE BAROUEEEEE screaming. Rest of the ad was strong.
24. ek | October 24th, 2007 at 5:08 pm
Their song made me fail my examination
25. lili | October 30th, 2007 at 11:03 pm
well well,
congrats to fahed and mohammed for their had work. you did it guys and i wish i could see it with my own eyes. but i am living vicariously through the press and pics and its looking great!
congrats also on the fabulous architects team who i am sure made sure that everything is child safe :) you know who you are!
never have any regrets in life but to see this project finished!
now where can i get this infamous song?
26. Ashraf | November 23rd, 2007 at 6:41 pm
Appreciate their efforts to make it happen such an outlet.. wonderful..
But it is too expensive even on discount sale.. may be they target higher layer customers..
anyway best of luck
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