Fresh, unusual and
is an extraordinary and
highly successful retail
business that was
organically created in
Dubai for international
So, what makes us
We Are Innovators
We are a homegrown brand. As parents our-
selves, we were frustrated with the limited and
unoriginal products on offer for parents and for
children aged 0-5. Every major retail venue was
dominated by the same brands and the exciting
experience of having and raising young
children was becoming unexciting.
Our vibrant stores are packed with a
spectrum of products that you will not ﬁnd
anywhere else. The formula is so success-
ful that our stores do not rely on prime
real estate locations – they have become
destinations in their own right. We did
not import a franchise, we created one.
We Are Parenthood Central
A JustKidding™ store is a place where
mums and dads can ﬁnd out about
how to prepare for ﬁrst time parent-
hood and how to help children positively
develop through all the stages of young
childhood healthily and happily.
Our team is made up of parent
specialists who can guide parents along
and take away some of the stresses of
childrearing. We share coffee, ideas and
belly-laughs galore reaped from our tales
of raising children.
We are Community Committed
Although we are globals (mixed nationalities,
backgrounds and experiences) we know, live
and operate in our market. That has been a
key factor to our success. We created a brand
that works in our marketplace and we work
to support our community. We consider
ourselves responsible for the world in which
our children grow up and we endeavor to do
what is right by them, right by the planet
and right by our soul. We reject any form of
child labour and foster local social schemes
designed to improve the quality of life for
families and children.
We work together with parents to support
disadvantaged children in our region.
JustKidding participates in the UN Global
Copact, a framework for businesses that
are committed to aligning their operations
and strategies with ten universally acepted
principles in the areas of human rights, labour,
the environment and anti-corruption.
JustKidding™ is a new retail store concept for
modern, predominantly ﬁrst-time parents. We
introduce a comprehensive range of
internationally acclaimed, high quality,
high-end products for young children
and pregnant mothers. The products
range from furniture and interior design
elements to tech-smart, stylish strollers and
ultra-safe car seats and from hip fashion
labels to the ultimate in baby care.
JustKidding™ is supported by a team of skilled
sales consultants and expert parents.
Our team members have detailed product and
practical knowledge. JustKidding™ prides itself
in being the parenting expert in its community.
In April 2009, The Middle East Retail
Industry awarded JustKidding two of
the coveted RetailME Awards 2008.
JustKidding was recognized as “Best
New Retail Brand of the Year” for its
unique brand identity, comprehen-
sive product offering and marketing
implementation, as well as its strong
The second award recognized JustKidding
as “Rising Star of the Year”. This important
award recognises the entrepreneurial spirit,
achievements and long-term ambitions
of retail businesses in the Middle East
region. New ideas are the lifeblood of the
retail industry, and this category seeks
to highlight new successful initiatives.
To become the market and community retail
leaders by providing:
• High-end, innovative and top-quality
products set in a stylized
environment that triggers the senses,
educates and inspires.
• Skilled and involved service
To be the leading retailer of quality merchan-
dise for young children and parents through
innovation, expertise and community
come in two sizes,
the JustKidding Store™
and JustKidding Boutique™
The JUSTKIDDING STORE™ measures
between 1,000 and 2,000 square meters and is
typically a stand-alone venue that is not
found in traditional shopping malls or re-
tail zones, such as high streets. Through
applied marketing methods, JustKidding™
Stores become shopping destinations
in their own right.
The exterior is ﬁnished in a colourful,
high contrast, vertically striped pattern
(this forms the background of the
JustKidding™ logo.) The predominantly
industrial look of the store makes for
an interesting contrast with the beautifully
presented and vibrant product range.
The architectural backdrop allows for the
merchandise to really POP.
The larger stores are divided in shopping
zones presenting ﬁve distinct product
categories: Fashion, Transport, Furniture,
Interior Accessories and Baby Care. Part of the
characteristic shop ﬁtting is mobile and
modular in nature.
The Entrance features an ultra-modern, Fashion, is presented in two to three
payment counter, set against a bright- ‘shops-within-a-shop’, highlighting the chic
coloured wall with large catching texts, labels on offer for babies and young children.
outlining the Just-Kidding brand promise, Maternity fashion is located in a separate
and informative products presentations section, offering spacious changing rooms
projected on large LCD panels. and a comfortable seating area.
The Transport section is dominated by a JustMums, with its signature long communal
striking ﬂoor-to-ceiling, rich red display wall, table, takes centre stage under oversized
showcasing a variety of strollers and car seats. lampshades and makes for the ideal place to
enjoy a warm drink and to reﬂect on the
Furniture and Interior Accessories, are wide choice of products on offer. The store
displayed in a series of individual nine-square also features an area for in-store educational
meter rooms, centralized around a and informative events related to parenting
marketplace. Grey barn doors on the rooms and baby care.
slide open to reveal a treasure ﬁlled range
of interior themes. The doors are sequentially
numbered in order to simplify the advisory
and purchasing services. A dedicated
Interior Design Consultant is on hand to
assist with the details and customize the
spaces according to client needs.
At 200-500 square meters, the
JUSTKIDDING BOUTIQUE™ is certainly not a
small store concept. The look is sleek and
modern with ﬁxed shop ﬁttings that make
optimal use of the available space. Light
and colour are key design elements and can
turn even trick spaces into alluring venues.
The display rooms are replaced with smaller
but strategically placed display podiums,
which are used to showcase amongst other
strollers, car seats and furniture items.
The podiums also carry product information
in printed or, where required, in LCD format.
JUSTKIDDING BOUTIQUE™ houses a smaller
product range and is aligned with the
products available in the online webshop
Fashion takes up proportionally less
space, as local competition in this area
is always more robust.
JustKidding was founded in Dubai in the
United Arab Emirates. The Middle East enjoys
one of the world’s highest birth and fertility
rates. In the Gulf Region in particular this
fact is supported by a higher than average
Gross Domestic Product. The Middle East
consumer’s strong appetite for international
quality brands makes the portfolio of
products on offer in JustKidding Stores a
primary factor in JustKidding’s success.
Hip, innovative and, above all, quality
products that appeal to trend responsive,
modern parents: This is the premise
through which JustKidding™ brands are
chosen. Although most products are
positioned towards the high-end of the
market, a range of mid-market and
value-for-money options support the
portfolio, primarily in the Interior Accessories
and Fashion categories. The JustKidding™
private label, JustBasics™’, features a range of
core baby and young child products, covering
absolute daily necessities.
The world’s top 20 most popular baby
product brands are featured in the
JustKidding™ product portfolio. JustKidding™
stores are supported by DutchKid FZCO,
the Dubai-based, exclusive distributor of
all the brands sold in JustKidding™ stores.
DutchKid FZCO is the owner of the
JustKidding™ brand, and a key ingredient
to JustKidding’s™ success, as it continuously
sources new products that complement the
existing portfolio. It also ensures competitive
consumer pricing of all its brands.
JustKidding’s marketing specialists produce
cutting-edge market and target audience
speciﬁc communications, ranging from
strategic advertising campaigns to smart
Point Of Sale solutions, to involved
Public Relations tools. It allows JustKidding
to react very fast to changes in the market.
When it comes to promoting the
JustKidding brand and product portfolio,
“speed to market” is a key ingredient.
JustKidding has a strong online presence
This vibrant, cutting-edge portal gives
customers around the Middle East direct
access to a large selection from the
JustKidding product portfolio. Online sales
is, where possible, serviced from the
JustKidding Store in the respective
market, subject to product availability.
JustKidding’s web store also adds
considerably to the JustKidding brand
awareness, as its target customer base
can now browse through the wide
variety of products and detailed
product information, from the comforts of
their home. The site drives a
considerable volume of trafﬁc to the physical
Store, increasing footfall and thus Store
THE PEOPLE BEHIND
Haling from the Netherlands and South
Korea, Ben Boenk, Patrick de Groot,
Annemarie Retera and Soon Cha Chung, the four
entrepreneurs behind Just-Kidding™, come from very
different professional backgrounds: However, they
have one thing in common – they are passionate
about parenting! They parleyed that passion into a
business that is certainly a viable commercial
enterprise, but full of heart, soul and giggles.
JustKidding™ is supported by a team of skilled sales
consultants and expert parents. Part of JustKidding™’s
unique training program focuses on individual
Colleague development. The result of this training
is reﬂected in how JustKidding Colleagues interact
with Customers. Not only do our Coleagues possess
detailed product and practical knowledge, they
also have an assertive disposition towards Customer
Service and a “Never-Say-No” attitude. We recognize
that each and every one of our Colleagues plays a role
in the JustKidding™ success story. Our team
relationships are based on a philosophy of respect,
caring and group social accountability.
For Information on JustKidding
Franchise, please contact
Patrick de Groot
Dutchkid FZ Company
PO Box 333741, Dubai UAE
T + 971 4 341 7500
F + 971 4 341 7501