Initials, a leading UK retail activation agency, has launched its first international hub in Dubai to serve the UAE, Saudi Arabia and GCC. Led by Hemal Soni, the expansion targets the region’s fast-evolving $300bn retail market, offering integrated physical and digital brand experiences for young, experience-driven consumers.
Initials, one of the UK’s top independent creative agencies specialising in retail and brand activations, has officially entered the Middle East with the launch of its first international division headquartered in Dubai — a strategic move that positions the agency to tap into one of the world’s fastest-evolving consumer markets.
The expansion marks a major step in the agency’s global growth strategy, cementing its ambition to become a leading independent retail activation specialist operating across the GCC. Initials, which has a 16-year partnership with PepsiCo and past collaborations with global brands such as Philips and Nestlé, will now serve clients across the UAE, Saudi Arabia, and the wider Gulf.
The Middle East launch was facilitated by Dubai-based consultancy Migrate, founded by former VML EMEA CEO and Chief Creative Officer Nick Walsh — signalling strong regional endorsements and serious intent. Leading the entry is Hemal Soni, newly appointed General Manager, Middle East, who brings deep regional experience in brand strategy and consumer engagement. Based in Dubai, Soni will build local momentum with a focus on culturally-relevant commercial impact.
“The Middle East is a place where retail is evolving faster than almost anywhere in the world,” said Soni. “From Riyadh to Dubai, consumers are redefining what shopping means — it’s not just about purchase, it’s about experience. As markets like Saudi Arabia and the UAE continue to set new global benchmarks in innovation and scale, brands are looking for partners who understand how to connect creativity with measurable commercial impact. That’s exactly where we come in.”
Initials will offer an end-to-end solution covering strategy, creative, experiential, digital, and retail activation — an integrated model designed to serve a fast-converging physical–digital landscape. The timing is strategic: GCC retail is on track to cross USD 300 billion by 2027. Nearly half the region’s population is under 30, and digital commerce is surging — with e-commerce growing 15 per cent in the UAE in 2024 alone. Yet physical retail remains powerful.
“The Middle East has become one of the most exciting consumer markets in the world,” said Jamie Matthews, CEO and Co-Founder, and Richard Barrett, Managing Partner and Co-Founder of Initials. “Research shows that 56 per cent of shoppers in the region still prefer an in-store experience alongside their digital interactions. This makes it crucial for brands to revisit how they connect with consumers, ensuring that physical and digital are no longer siloed but part of one connected journey.”
With physical and digital now expected to be a fluid continuum, Initials aims to help brands architect what it calls ‘experiences that convert’ — immersive retail encounters engineered for measurable impact rather than momentary spectacle. Its entry places it directly at the intersection of Saudi megaproject retail innovation and Dubai’s global testbed consumer culture, as brands increasingly seek specialists who can turn consumer experience into performance.
The launch marks Initials’ evolution from a UK powerhouse to a globally ambitious specialist — timed precisely as the Gulf becomes not just a growth market, but a proving ground for the future of retail.
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