SME story: How Junior Couture aims to elevate luxury kidswear in the Gulf
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With roots in regional insight and a flair for global fashion, Annelouise and Dominic Speakman launched
Today, the brand has carved a niche for itself by offering a curated, omnichannel experience that merges global luxury with local sensibilities.
In this interview, the husband-and-wife duo share how they're scaling their business, staying competitive, and driving sustainability in one of the fastest-growing fashion segments in the region.
What inspired you to start your brand?
Junior Couture was born out of a simple yet powerful idea: to make luxury children's fashion more accessible, curated, and relevant to the lifestyle and tastes of families in the Gulf region.
We noticed a gap in the market – while high-end fashion was flourishing for adults, the children's segment lacked the same level of choice, service, and regional understanding.
Our passion for fashion, combined with a deep appreciation for family values and cultural preferences, inspired us to create a premium destination that brings the best of global kidswear to our doorstep.
Luxury fashion for kids is highly competitive in the Gulf. How do you differentiate yourself from established global players?
We differentiate ourselves through a highly curated, customer-centric approach. Unlike general luxury retailers, we specialise exclusively in children's fashion, which allows us to offer a deeper and more diverse collection tailored to every stage of a child's development – from infants to teens.
We also blend global style with regional sensitivity, understanding the needs of modesty, climate, and local cultural events.
Our omnichannel presence, exceptional customer service, and partnerships with both iconic brands and emerging designers create a boutique experience at scale – something larger global players often struggle to replicate locally.
Annelouise and Dominic Speakman
What are your short- and mid-term revenue goals for this market?
In the short term, we're focused on strengthening our online and in-store presence across the GCC, with a target of 20–25 per cent year-on-year revenue growth.
For the mid-term (three–five years), we aim to double our revenue by expanding our footprint into retail space, enhancing our private label offerings, and investing in AI-driven personalisation for e-commerce.
We're also exploring partnerships and exclusive brand drops that drive both sales and customer loyalty.
What role do you think kids' fashion should play in shaping a more sustainable future?
Children's fashion must lead the way in redefining conscious consumption. Kids grow fast – so there's an urgent need to rethink waste, durability, and seasonality.
At Junior Couture, we're championing quality over quantity, promoting brands with ethical production standards.
Educating both parents and children on sustainability is part of our mission, because shaping the future starts with the next generation.
What is the anticipated growth for high-end luxury kids fashion in the UAE and the region?
The high-end kidswear market in the UAE and wider GCC is projected to grow steadily at around 7–10 per cent annually, fuelled by rising disposable incomes, fashion-conscious millennial parents, and a strong gifting culture.
The region's appetite for premium and luxury goods, including for children, remains resilient – even amid global uncertainties.
With international brands expanding their kids' lines and digital retail evolving, the segment is set to become a significant contributor to the overall luxury market in the region.
What's next for the company?
We're looking ahead with ambition and purpose. In the next phase, we're focusing on regional expansion, enhanced personalisation through tech, and deeper brand collaborations – especially with designers looking to enter the Middle Eastern market through children's fashion.
We're also launching experiential in-store concepts and lifestyle extensions that go beyond clothing – bringing the Junior Couture world into toys, interiors, and even family events.
Our ultimate goal is to become the region's leading authority and lifestyle platform for luxury children's fashion.
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