6thStreet Brand Guidelines: Apparel Group’s 2016 Online Store, Renamed AIVI in 2026

A White Friday launch in Dubai.

6thStreet was the online fashion store of Apparel Group, the Dubai retail company that runs franchised brand stores across the Gulf and beyond. English Wikipedia says the group was founded in 1996 by Sima Ved, and that its first venture was the Nine West franchise in Dubai; the company names its founders as Sima Ganwani Ved and Nilesh Ved. Khaleej Times reported on 1 November 2026 that the group operated more than 2,600 stores in 14 countries, represented more than 85 international brands, among them Tommy Hilfiger, Skechers, Aldo and Charles & Keith, and employed more than 28,000 people.

The online store began in November 2016. In October 2017 the Dubai trade magazine RetailME reported that 6th Street, then often written with a space, had launched “last year during White Friday in November,” starting in the UAE and following with Saudi Arabia. At that point it carried almost 50 brands, a mix of labels Apparel Group franchises and outside brands, and about 15,000 product lines, from Aldo stilettos to Skechers running shoes, all delivered to a shopper’s chosen address. Its chief executive was Dharmin Ved. A later RetailME article, from January 2022, dated the store’s start to November 2017, so the two reports differ by a year; in 2023 Dharmin Ved told the same magazine that the group had seen a gap for an online fashion and lifestyle marketplace and launched the site in 2016.

RetailME headlined its 2017 piece “Moving the high streets online,” and the name followed that idea: one street of shop fronts, gathered in a single app and website.

Influencers, a mall shop and a house label.

Over the next years the range widened. By August 2023, RetailME reported, 6thStreet.com offered more than 1,200 fashion and beauty brands in the UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Qatar, with shoes, bags, beauty and accessories alongside clothing. The magazine described the store as digitally native, building its audience through performance marketing, push notifications and personalised messaging.

Social selling sat at the centre of the app. RetailME described a SuperStars tab carrying product picks from more than 600 influencers in the region, and live-shopping sessions in which viewers could buy what presenters recommended in real time. In November 2022 the store opened Space6, a virtual shop built on the Spatial platform, with five shoppable rooms, an auditorium, a cinema and a lounge, for its Super Friday sale from 15 to 30 November, the magazine reported.

The store also stepped off the screen. In August 2022 RetailME reported that 6thStreet.com was opening a shop in Dubai Hills Mall that month, described as “phygital,” where customers could browse more than 20,000 styles, against the 1,000 or so a conventional store displays, the magazine said. Dharmin Ved said the team had put in “just enough technology to enhance the experience.” By October 2022 the store sold ReEarth, an in-house label of activewear, athleisure and casual clothes, online and in that shop. According to RetailME, ReEarth was made at a SEDEX-certified factory in India from organic cotton, with prints and embroidery done at a GOTS-certified factory, and came in earthy browns and beiges with black and white.

Malls, apps and the Gulf shopper.

Gulf fashion, home and online retailers present themselves first through the places where people shop. In the UAE, Saudi Arabia, Kuwait and their neighbours, many chains trade from large mall units, and the store fascia, a name in lit letters above a wide entrance, is often the first piece of branding a shopper sees. Groups that run several chains often place them side by side in the same mall, or gather them under one umbrella name, so that a single visit can cover clothing, shoes, children’s goods and homeware.

Value-fashion and home chains speak through campaigns timed to the retail calendar: seasonal collections, catalogues and named sale events. Their identity work tends to show up in store refits as much as in advertising. A new logo usually arrives with a redesigned flagship, new signage and new in-store graphics, and then spreads to the rest of the estate store by store, sometimes over months or years.

Online retailers carry the same task onto app screens, product pages and delivery packaging. There the brand becomes a set of repeated elements: a wordmark, a colour, a tone of voice in notifications, and the boxes and bags that arrive at the door. Store groups in the region also run their own apps and click-and-collect services, so the line between the shop and the screen is less sharp than it once was.

Store names are usually plain and descriptive, and the companies publish them in English as they appear above the door. Corporate pages and dated press coverage give the facts behind those names: who founded each business and when, which family or group owns it, and whether its shares are listed on an exchange such as Tadawul, ADX or DFM. These guides draw on those dated sources and describe colour and type only as our own interpretation, with no logo or fascia reproduced.

From 6thStreet to AIVI in 2026.

In 2026 the 6thStreet name was retired. On 3 August 2026 Apparel Group announced “the evolution of 6thStreet into AIVI,” its next shopping platform, introducing it with a back-to-school campaign, and group chief executive Neeraj Teckchandani described AIVI as a new chapter in the group’s digital business. The app listing, still published under the 6thStreet.com developer name, says that 6th Street “has become AIVI,” and as of November 2026 the old web address forwards to the AIVI site. The group’s loyalty scheme, Club Apparel, became Club AIVI. According to Entrepreneur Middle East, existing Club Apparel members keep their accounts without registering again, and points can be earned and redeemed online, in the group’s physical stores and at its food and drink outlets.

Entrepreneur Middle East reported on 23 October 2026 that Apparel Group had launched AIVI as an AI-assisted shopping app across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman, with more than 200,000 fashion and lifestyle products, a shopping assistant that answers typed or spoken requests, and a virtual try-on that works from a customer’s photograph. Selected items can arrive within 60 minutes in the UAE and 90 minutes elsewhere in the Gulf, the magazine said. Gulf News described the same features on 8 October 2026 and named Vivek Rajkumar as chief executive of AIVI. The paper explained the main feature, Ask AIVI, as a personal fashion adviser: a customer can type or say what they need, such as an outfit for a wedding or clothes for a business meeting, and the assistant suggests pieces based on earlier searches and purchases. The launch came with a song, “Own Your Vibe (3ala Jawwak),” sung in Arabic, Hindi and English by the Saudi singer Zena Emad and the Indian rapper Karma and released through Warner Music MENA, Entrepreneur Middle East reported.

For a design guide, 6thStreet shows how a multi-brand store presented itself through influencer picks, live shopping, a mall shop and a house label before taking a new name. Compare Namshi, another Dubai online fashion store, and Centrepoint, a Dubai multi-brand fashion chain. For this guide we use ink, brick red and pale asphalt with a sans, an unofficial interpretation; no product or logo is reproduced.

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