What: Level Shoes launches a dedicated U.S. e-commerce platform and plans a Miami flagship, marking its first major expansion outside the Middle East.

Why it is important: This expansion reflects Chalhoub Group’s global strategy and the increasing integration of digital and physical retail to meet evolving consumer expectations.

Level Shoes, the Dubai-based footwear retailer owned by Chalhoub Group, is making its first significant move outside the Middle East by launching a dedicated U.S. e-commerce platform and preparing to open a flagship store in Miami in 2027. This expansion follows the establishment of a logistics center in Florida, enabling timely delivery and operational excellence for American consumers. CEO Elisa Bruno emphasises that the U.S. is already Level Shoes’ fourth largest market by presence and spend, and the company’s five years of double-digit growth and robust data insights have informed this strategic entry. The brand is known for its curated mix of accessible, luxury, and emerging footwear brands, and plans to offer exclusive collaborations and localised marketing campaigns tailored to American shoppers. With a strong omnichannel approach, including an app, e-commerce, and active social media, Level Shoes aims to deliver a seamless customer experience. The Miami flagship is expected to leverage the city’s multicultural appeal and tourism, while the company continues to learn from and adapt to local consumer behaviors as it scales its U.S. presence.

IADS Notes:

Level Shoes’ U.S. expansion is a direct extension of Chalhoub Group’s international roadmap, as articulated by Michael Chalhoub in May 2025, which prioritises digital transformation and global market integration. The move mirrors successful omnichannel strategies seen with Ounass in Dubai, where logistics and automation are central to retail efficiency. Additionally, Level Shoes’ focus on localised marketing and exclusive offerings aligns with the data-driven personalisation strategies adopted by Capri Holdings and the broader retail sector, as noted by BCG in late 2024 and early 2025.

Level Shoes launched U.S. website, plots Miami flagship for 2027