Caterpillar Inc. last week launched its first pilot Cat-branded retail lifestyle store in the Dubai Mall in Dubai, United Arab Emirates. The store represents the first of several Cat-branded lifestyle stores planned in test markets around the world throughout the next two years. This foray into the global retail landscape reinforces Caterpillar as a lifestyle brand while maintaining a strong association with the qualities and attributes of the Cat and Caterpillar brands.

The Dubai store is the culmination of efforts between Caterpillar’s two largest retail trademark merchandise licensees, Wolverine World Wide (WWW) and SRI Apparel Limited (SRIA). Through this collaborative effort, WWW and SRIA have awarded the opportunity to pilot this store to their Saudi Arabia-based retail distributor, Al Garawi Group. The Al Garawi Group is a highly successful brand marketer in the retail arena in this region of the world, selling full ranges of Cat footwear, apparel and accessories including belts, backpacks, hats, socks, eyewear and watches.

“We are very excited to open our first retail store in what is sure to become a top global shopping destination,” said Dani Zizak, vice president, marketing for WWW. “The Caterpillar name has long been associated with strength and innovation, and the lifestyle goods reinforce this message with a functional, yet stylish approach to design.”

Sean Gallinger, president of SRI Apparel Ltd., said, “We are delighted to have the opportunity to partner with Caterpillar Inc., Wolverine World Wide and Al Garawi to showcase how Cat apparel translates to consumers around the world. The Dubai Mall is one of the most elite shopping centers in the world. To have our first store open in this great environment demonstrates our strong connection with the global community.”

The Dubai Mall, which opened in November 2008, is heralded as one of the largest retail malls in the world. The mall houses 1,200 stores in 5.6 million square feet of retail space, and contains many of the world’s most famous retail brands. Additionally, the mall will house the world’s largest aquarium, an Olympic size ice skating rink, children’s theme park and the carnival grove alfresco dining area with retractable roof.