Fashion aficionados in the UAE now have can now brace for a completely different shopping experience right at their doorsteps — courtesy, The Runway On Wheels (TROW).

If you’re hearing that name for the first time, TROW is a new mobile luxury boutique carrying the latest collections by its current collaborators. The mobile boutique is loaded with high-spec branded fixtures and furnishing, and it drives door-to-door offering shoppers a unique experience without the hurdles of having to commute long distances, standing in queues, and such. 

TROW has also teamed up with Manolo Blahnik to make the giant bus aesthetically even more pleasing with a style statement that carries the trademark visual ode of the renowned fashion designer.

“Adapting to the post-Covid retail landscape takes a lot of experimentation,” says Samara Punjabi, CEO of Times Square, Manolo Blahnik Middle East. 

Samara added, “I feel like this collaboration will be a game-changer. The Runway On Wheels concept will upgrade and elevate the customer experience to a whole new level of bespoke service and it may well entice other luxury brands to transform their own retail experiences. We have a lot of clients who live in other parts of the UAE who would be delighted to be able to shop their favorite luxury brands from literally, outside their homes.”

To ensure the optimum safety for the staff and customers, TROW will have a strict sanitization regime wherein the bus is sanitized after each home visit. Furthermore, it will allow only a maximum of five shoppers at a time.

Sarah Faisal

Sarah Faisal

An enthusiastic content manager at Matter in Hand with an affinity for uncovering the magical bits of everything. I also love movies, poetry, and smoothie bowls.