BRAND

OVERVIEW
THE BIG PICTURE

Established in 2019, STEP IN Lifestyle

Fashion LLC, is an evolving retail
conglomerate growing continuously in
the thriving eco system of UAE.

We certainly feel privileged to be in a

country like UAE where we can
seamlessly shape, nurture and develop
brands creating our own unique
footprint rather than just following the
more established fashion cities.

BRAND AT A GLANCE
With more than 24 brands in less than
two years, across Fashion, Lifestyle,
Accessories and F&B, the journey
continues to go only upwards and
onwards.

With 48 stores in 2021, the target is to

reach 100 stores by 2023.
 THE
“Be brave. Take risks.
Nothing can substitute
experience.”
– Paulo Coelho, author
BIG PICTURE
We are a family of brands, driven by our desire
to make great design available to everyone.
Together we offer fashion, food and services,
that enable people to be inspired and to
express their own personal style, making it
easier to live in a sustainable way.
Individually, our values may seem obvious. But
put them together and our unique company
culture is born. Our values are part of who we
are, what we stand for and how we act.
We want to create value through beautiful,
OUR OBJECTIVE
quality products with a complete cycle of life.
We act precisely and responsibly in every stage
of the fashion process -from brand
identification and sourcing, to product
selections, store mapping, logistics and sales
through our stores.
 THE BIG PICTURE

FASHION APPAREL It’s important to recognize when there’s

a need for change, whether it’s coming
from external factors like the industry,
LINGERIE
fluctuating trends, or an evolving
clientele. Whatever the reason, it’s key
ACCESSORIES to identify the need to change quickly,
and be reactive and agile while you can
before it becomes too late.
FOOTWEAR
We encourage and help each other to
LIFESTYLE achieve our goals, while always having
our customers’ and company’s best
MAKE UP interest in mind. We win as a team, we
lose as a team.
FOOD & BEVERAGES

PORTFOLIO STRUCTURE
We have fun as a team. We’re on this
great shared adventure together.

“All our brands share the same

main objective: responding to the
needs of our customers through
the best experience.”
INTERNATIONAL BRANDS - FASHION

OUR BRANDS
INTERNATIONAL BRANDS -F&B

OUR BRANDS
HOME GROWN BRANDS-FASHION

OUR BRANDS
HOME GROWN BRANDS- F & B

OUR BRANDS
INTERNATIONAL BRANDS-
FASHION

OUR BRANDS
 Typical size : 700 –1000 sqmt

OUR BRANDS
Positioning : Value to Mid Market

With POS in more than 100 countries and more

than 500 stores with De Dacto, DeFactoBaby,
DeFactoCOOOL, DeFactoFit, DeFactoSTUDIO,
DF LIFE, DF Plus brands.

INTERNATIONAL BRANDS - FASHION

 Typical size : 250 –350 sqmt

Positioning : Mid up market

OUR BRANDS
Founded in 1978, Yargıcı is a retail, wholesale and online
fashion company based in Istanbul, Turkey. Yargıcı is a
major player in the Turkish market with 52 stores in total
and 4 stores in Germany. In addition, Yargıcı serves
numerous wholesale customers worldwide namely in
Japan, Switzerland, Austria, Russia and the Middle East.

INTERNATIONAL BRANDS - FASHION

 Typical size : 110 –150 sqmt

Positioning : Mid Market

RAMSEY, established in London in the 1970s is among

the strongest brands of men’s fashion with its design-
focused collection concept, innovative products and with

OUR BRANDS
its inspiration deriving from long years of experience.
The motto in RAMSEY is to present “emotional luxury”
in men’s fashion. The goal is to design collections that
customers are happy to wear. Ramsey has more than 100
stores and corners in 20 countries, in Turkey, Russia and
the Balkans, in the Middle East and Africa.

INTERNATIONAL BRANDS - FASHION

 Typical size : 500 –700 sqmt

Positioning : Mid Market

Calliope is a contemporary brand that creates

OUR BRANDS
collections through a careful selection of products
and outfits that meet the needs of our customers in
every context of life.The brand offers collections for
women, men, children, accessories and underwear
constantly updated by biweekly flashes. Currently,
there are 134 POS in 20 countries.

INTERNATIONAL BRANDS - FASHION

 Typical size : 200 –250 sqmt

Positioning : Mid up market

OUR BRANDS
Colcci is a Brazilian fashion company that manufactures
and sells high-end clothing and accessories for men and
women. Established in 1986 in Brazil, Colcci operates in 31
countries, with 1,650 label stores. Colcci is influenced by
street clothing targeted at young people, and is known for
its sportswear, denims, accessories, and footwear.

INTERNATIONAL BRANDS - FASHION

 Typical size : 90 –120 sqmt

Positioning : Mid Market

OUR BRANDS
Paul Zemmour, the founder created the label in 1987 in a nod to
the classic fountain pen of the same name, used by generations
of French school children. It has allowed him to embody the
values he so believes in: childhood above all, along with careful
craftsmanship and affordable elegance. Currently SM has 67
locations worldwide.

INTERNATIONAL BRANDS - FASHION

 Typical size : 100 –120 sqmt

OUR BRANDS
Positioning : Mid Market

Carpisa founded in 2001, is owned by Piano forte Group.

It is retailer of luggage, handbags, wallets and accessories,
with over 600 outlets worldwide.

INTERNATIONAL BRANDS - FASHION

 Typical size : 70 –100 sqmt

Positioning : Mid Market

OUR BRANDS
Mia Makeup represents the expression of 100%
ITALIAN beauty all over the world. Mia has 40 stores
in Italy and 10 abroad with an international sales and
distribution network over 10 countries.

INTERNATIONAL BRANDS - FASHION

 Typical size : 350 –500 sqmt

OUR BRANDS
Positioning : Mid Up Market

Established in 2016 with the goal of creating a “Concept” bed

linen brand, with high quality cotton collections harmonized with
in house designed accessories. Has a total of 14 stores in Turkey,
Germany and Algeria

INTERNATIONAL BRANDS - FASHION

 Typical size : 200 –275 sqmt

Positioning : Mid market

Born in 1950 and based in Istanbul, Penti is the 1st Hosiery
manufacturer in Turkey and 2nd largest one in Europe.

OUR BRANDS
Penti enters Retail business in the early 2000’s and enlarges the
product portfolio up to include every inner wear category:
Intimates, Beachwear, Home wear, Legwear, Outwear and Kids.
Today, about 600 Penti stores exist across Turkey and over 35
countries.

INTERNATIONAL BRANDS - FASHION

 Typical size : 400 –500 sqmt

Positioning : Value to Mid market

OUR BRANDS
Flo is the largest footwear retailer in Turkey with over 450 Flo,
Polaris and Sport in Street stores. The Company owns the largest
portfolio of owned and exclusively licensed footwear brands in
Turkey with strong consumer awareness.
Flo employs more than 9,400 people.

INTERNATIONAL BRANDS - FASHION

INTERNATIONAL BRANDS-
FOOD & BEVERAGE

OUR BRANDS
 Typical size : 150 –250 sqmt

Positioning : Casual Dining

OUR BRANDS
Galito’s story began in Nelspruit, South Africa with the opening
of the first restaurant 20 years ago. The big idea was to provide
best tasting, fresh and healthy, flame-grilled chicken to our
guests. Currently Galito’s as more than 100 stores in 13
countries in Africa, Canada, UAE and India.

INTERNATIONAL BRANDS - FOOD & BEVERAGE

 Typical size : 150 –250 sqmt

OUR BRANDS
Positioning : Fast Casual Dining

It’s amazing to realize it’s been around since the 1970′s,

growing and celebrating the happiest moments with family
and friends.
PH has 130 stores in 4 countries of Asia and UAE.

INTERNATIONAL BRANDS - FOOD & BEVERAGE

HOME GROWN BRANDS-
FASHION

OUR BRANDS
 OUR BRANDS
Typical size : 1000 sqmt to 2000 sqmts

Positioning : Low to High

Multi brand concept store , currently in 7 locations in

UAE.

HOME GROWN BRANDS- FASHION

 Typical size : 1000 sqmt to 2000 sqmts

OUR BRANDS
Positioning : Low to High

Multi brand concept store

HOME GROWN BRANDS- FASHION

 OUR BRANDS
Typical size : 1000 sqmt to 2000 sqmts

Positioning : Low to High

Multi brand concept store of shoes across function

HOME GROWN BRANDS- FASHION

 Typical size : 700 sqmt to 1000 sqmts

Positioning : Mid to High

OUR BRANDS
Multi brand concept store of make up skin
care and make up accessories

HOME GROWN BRANDS- FASHION

 Typical size : 1000 sqmt to 2000 sqmts

Positioning : Low to Mid Makrket

Multi brand concept store dedicated to sports

OUR BRANDS
HOME GROWN BRANDS- FASHION
 Typical size : 1000 sqmt to 2000 sqmts

Positioning : Low to High

OUR BRANDS
Everything about home

HOME GROWN BRANDS- FASHION

 Typical size : 1000 sqmt to 1500 sqmts

Positioning : Premium to Luxury

OUR BRANDS
Multi luxury brand outlet store with an
unique experience

HOME GROWN BRANDS- FASHION

 Typical size : 100 –120 sqmts

Positioning : Mid market

OUR BRANDS
A stylish and authentic yet mid –high end Hello
Kitty lifestyle brand, aimed at brand –devoted
consumers seeking a premium collection of clothes
and accessories.

HOME GROWN BRANDS- FASHION

HOME GROWN BRANDS-
FOOD & BEVERAGE

OUR BRANDS
 Typical size : 300 sqmt to 350 sqmts

Positioning : Premium

OUR BRANDS
Greek casual dining experience

HOME GROWN BRANDS- FOOD & BEVERAGE

 OUR BRANDS
Typical size : 500 sqmt to 1000 sqmts

Positioning : Premium

Restaurant to bar to club to cafe

HOME GROWN BRANDS- FOOD & BEVERAGE

 OUR BRANDS
Typical size : 150 sqmt to 200 sqmts

Positioning : Premium

English Artisan Cafe

HOME GROWN BRANDS- FOOD & BEVERAGE

 Typical size : 150 sqmt to 200 sqmts

OUR BRANDS
Positioning : Premium

Asian Hotpot with Bar

HOME GROWN BRANDS- FOOD & BEVERAGE