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Apparel Group’s 6thStreet Launches ‘Surf & Shop’ Event: An Immersive Phygital “Travel-themed” Shopping Experience

Apparel group 6thstreet launches surf shop event an immersive phygital travel themed shopping experience image

6thStreet.com, the prominent fashion e-commerce platform in the GCC region owned by Apparel Group, is delighted to announce the captivating Surf & Shop event taking place at its groundbreaking phygital store located in Dubai Hills Mall. This exhilarating event will be launching on June 9th and will run until June 23rd. 

Centered around the theme of “Travel,” 6thStreet.com is thrilled to offer its customers an experiential and immersive activation showcasing its dynamic Travel Collection and be the premier hub for travel-related shopping. Curated from six esteemed brands—Polaroid Eyewear, Aldo, Crocs, Trendyol, Havaianas, and Herschel Supply Co.—the Travel Collection showcases a diverse range of essential travel essentials for your next getaway. 

Throughout the event customers will have the opportunity to ‘surf and shop’ from a wide variety of products such as sunglasses, flip-flops, beach-ready outfits, accessories and much more. 

The experiential event will launch on June 9th with an exclusive influencer and media gathering. Over 100 influencers and media personalities from the region are anticipated to attend the event, adding their presence to the store. The evening will be filled with engaging activities, music, photo opportunities, and an aesthetically pleasing corner perfect for Instagram-worthy shots. Attendees can also try their luck and skill at a 6thstreet.com claw machine, offering a chance to win fashionable accessories that help further elevate their vacation looks. 

Following the opening night, the ‘Surf & Shop’ popup will be open to the public until June 23rd, inviting everyone to experience the travel-inspired pop-up. 

Mr. Neeraj Teckchandani, the CEO of Apparel Group, shared his strategic vision for the upcoming event, stating, “At Apparel Group, we continue to strive to provide our customers with immersive experiences. We firmly believe in elevating our customer engagement, and this event embodies our commitment to innovation, establishing 6thStreet.com as the premier destination for travel shopping needs. It’s not just about buying products; it’s about transforming the customer journey during the shopping season a delightful and memorable experience.” 

Dharmin Ved, CEO of 6thStreet.com, further explained the event’s strategic approach, ” At 6thStreet.com, we’re constantly pushing retail boundaries, and the ‘Surf & Shop’ event underscores this commitment. This initiative transcends a typical shopping event by bridging the gap between online and in-store experiences. Our Travel Collection, a key aspect of the event, reflects our deep understanding of customers’ evolving needs and preferences. By curating products from leading global brands, we aim to establish 6thStreet as the go-to platform for convenient, unique, and enjoyable shopping experiences that cater to the wanderlust in all of us.” 

The Surf & Shop event at the 6thStreet.com store promises a thrilling fusion of retail and entertainment, reaffirming 6thStreet’s dedication to delivering unparalleled shopping experiences. Whether you’re a sun-seeker, a fashion enthusiast, or simply seeking a fun day out, this event is sure to be a summer highlight. 

For more information on the event and the participating brands, visit www.6thstreet.com 

About Apparel Group LLC 

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2025+ retail stores and 80+ brands on all platforms while employing over 20,000+ multicultural staff. 

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, Pakistan, and Egypt. Additionally, clear strategies are in place to enter emerging markets such as Hungary and Philippines. 

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. 

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades. 

About 6thStreet.com 

6thStreet.com, the omnichannel fashion & lifestyle platform from the Apparel Group offers 1200+ fashion & beauty brands in the UAE, KSA, Kuwait, Oman, Bahrain & Qatar. Customers can shop the latest on-trend outfits, shoes, bags, beauty essentials and accessories from international brands such as Tommy Hilfiger, Calvin Klein, Hugo, Marks & Spencers, Dune London, Charles & Keith, Aldo, Crocs, Birkenstock, Skechers, Levi’s, Nike, Adidas, Loreal and, Inglot amongst many more. 6thStreet.com recently opened GCC’s first phygital store at Dubai Hills Mall; an innovative tech-led space which combines the best of both online & offline shopping with online browsing & smart fitting rooms.  

Download the 6thStreet app on iOS and Android and follow @shop6thstreet on all social platforms to stay updated with the latest in fashion.