Best Foot FORWARD

On the occasion of Latif Shoe’s 50th anniversary in the Kingdom of Bahrain, Durrah spoke with Mr. Abdul Lateef Al Aujan about the company’s secrets for success.

CAN YOU TELL US ABOUT THE BEGINNINGS OF LATIF SHOE?

While I was studying in the United Kingdom, I was fascinated by the footwear shops there. The various international brands, their comfort and quality caught my interest and sparked a desire within me to bring this experience to Bahrain and provide people with access to high-quality international footwear at affordable prices. Upon graduation, my passion to start a footwear business with international brands grew stronger, and in 1972, I founded Latif Shoe. From its humble beginnings in Manama Souq, Latif Shoe has expanded to seven outlets in well-known malls, including one in Moda Mall catering to the premium segment of the market. One of Latif Shoe’s distinguishing features is its display of shoes without boxes, which has had a signifcant impact on our customers. We specialize in selling shoes made in the UK and originals imported from France and Germany, which are always in fashion, earning us the reputation of the House of International Brands. My friend and associate, Mr. Hussain Al Shamlan, supported me through the thick and thin of setting up and growing the business. As we celebrate 50 years in business, Latif Shoe continues to serve generations of customers while maintaining the traditions and culture of the Arabic business community. It has become an integral part of Bahrain’s national heritage.

WHAT CHALLENGES DID YOU FACE IN THE EARLY DAYS OF THE BUSINESS?

Latif Shoe faced numerous challenges, particularly as a local business attempting to penetrate the mall market. At the time, prime locations and preferences were reserved for wellknown international brands, as mall managements sought to enhance their value by including a mix of recognizable brands. Despite these obstacles, Latif

Shoe was determined to establish itself as a leading footwear retail brand in the region, offering a diverse selection of the latest, most fashionable, and highest quality footwear. Ultimately, through persistence and hard work, Latif Shoe managed to gain entry into the mall market and make a name for itself. In addition to its original outlet in Manama Souq, Latif Shoe now has a presence in several malls, including Dana Mall, Bahrain Mall, and the Seef Malls in Isa Town, Manama, and Muharraq. The company successfully achieved its goal of becoming one of the top brands in the footwear retail industry.

IN YOUR OPINION, WHAT WAS THE KEY PARTNERSHIP OR MILESTONE THAT SET LATIF SHOE ON THE PATH TO SUCCESS?

The people of Bahrain readily accepted our products due to their quality, comfort, and affordability, which helped to establish trust in our brand. We owe our success to our loyal customers, whose unwavering support played a crucial role in setting Latif Shoe on the path to success. Our relationship with our suppliers was also instrumental in establishing and growing Latif Shoe. Without their support, it would have been challenging to expand a newly started business. Special mention goes to Mr. Hussain Al Shamlan for his tireless efforts in sourcing products, visiting exhibitions, meeting potential suppliers, and laying the path for success. Government support, in the form of permissions, approvals, and guidance, also played a signifcant role in setting up and growing our business. Lastly, our team deserves recognition for their untiring efforts in achieving the vision and mission of the Group. Their capability to suggest and execute the right promotions at the right time, coupled with their ability to cater to even the smallest segments in the market, has helped us grow our brand and seize new business opportunities.

OVER THE YEARS, WHAT HAVE BEEN THE BRANDS OR PRODUCTS THAT WERE MOST SUCCESSFUL FOR LATIF SHOE?

In its early years, Latif Shoe primarily carried international brands such as Clarkes from the UK, ECCO from Denmark, Sledger from France, Rieker from Germany, and Crocket & Jones from the UK. However, as time passed, the company began to explore other brands that could offer quality, trendiness, and comfort at a reasonable price. This led us to brands from Brazil, such as Savelli, Sollu, Pegada, PG4, Kildare, and Itapua for men’s shoes, and Piccadilly, Usafex, and Beira Rio for women’s shoes. These brands have all been well-received and appreciated by our customers.

In addition to Brazilian brands, we also carry Rieker and Josef Siebel from Germany and Narula from Myanmar. For the premium segment of the market, we offer footwear brands like Barker, Edward Green, Crocket and Jones, Church’s, Cheaney, Harrys of London (all from the UK), Caretti and Pakerson (from Italy), as well as high quality socks by Falke Germany and accessories by Tateosian. These brands have played a signifcant role in the growth and success of Latif Shoe, establishing it as a prominent brand in Bahrain.

WHAT ARE THE QUALITIES YOU LOOK FOR IN A BRAND WHEN YOU CONSIDER ADDING IT TO THE LATIF SHOE’S PORTFOLIO?

Quality and comfort are of utmost importance, along with the material and style of the product. We also analyze the market demand and whether the product will sell. In addition to these considerations, the commercial aspects also play a critical role in deciding whether we can take a brand into our portfolio.

DOES RUNNING LATIF SHOE AS A FAMILY BUSINESS OFFER ANY ADVANTAGES?

A family business offers numerous benefts, including the assurance that the business’s goals and objectives are met since the owners are closely involved in its operations. In addition, the family’s involvement in the business ensures its continuity in the long run, as they possess an in-depth understanding of its intricacies and can make well-informed decisions to lead the business towards success.

WITH COMPETITION IN BAHRAIN BECOMING FIERCER EVERY DAY, HOW DOES LATIF SHOE MANAGE TO CONTINUE STANDING OUT FROM THE COMPETITION?

Although the market is highly competitive, our commitment to our values and mission remains steadfast. We refuse to compromise on the quality of our products and services, and always prioritize meeting the needs of our customers. To stay ahead of the curve, we continuously monitor market trends and adapt to changes to ensure we remain relevant and competitive.

GOING FORWARD, WHAT ARE YOUR FUTURE EXPECTATIONS FOR LATIF SHOE? ARE THERE PLANS FOR EXPANSION OR ADDING NEW DIVISIONS OR BRANDS?

In April 2023, we will be launching our E-commerce site. We believe that this site will signifcantly increase our customer base and expand our reach, allowing us to better serve our customers.

As part of our growth strategy, we are focusing on the Business to Business (B2B) market. During our market analysis, we identifed a need for uniform shoes, safety shoes, and uniforms, and have formed a dedicated team to address this segment of the business. We are committed to increasing sales in this area and providing high-quality products and services to our corporate clients.

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