In Search of Luxurious Slippers: The Attempted Launches of Edmini in the UAE (B)

Abstract

This case study describes the continuous efforts deployed by two Emirati citizens to turn their entrepreneurial venture, Edmini, into a reality. By establishing the Edmini brand in the United Arab Emirates (UAE), Abdulnasser and Rashid were seeking to offer local male customers convenient means for purchasing customized fashionable slippers via an online store. Having completed the initial steps related to market analysis, product conceptualization and brand development and promotion, the partners are now focused on initiating the process of slipper manufacturing. The case provides insightful information for illustrating the challenges surrounding the attempted launches of Edmini in 2010 and 2011. Although the company is still not fully operational, the entrepreneurs are positive about the future potential for success and are moving steadily towards executing their plans t establish their startup in the local market.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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