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DUBAI / GULF TIME
In just two years, Emirati entrepreneur Bader Al Ghaith has transformed NO-VA from a bold idea into one of the UAE’s most exciting activewear brands. With the opening of its flagship store in Dubai Mall, NO-VA is not just making waves in the fitness and fashion industry—it’s redefining what a homegrown brand can achieve.
Bader Al Ghaith founded NO-VA in 2023 with a clear mission: to create premium activewear that blends performance, style, and the dynamic spirit of the UAE. “Our goal has always been to craft a brand that reflects modern aspirations while addressing the needs of active, fashion-conscious individuals,” says Bader. His hands-on leadership has been pivotal in driving NO-VA’s growth, from designing standout collections to mastering the complexities of e-commerce.
NO-VA’s success story is not just about products, it’s about strategic thinking. Bader emphasizes the importance of timing and precision, especially when selecting the location for the brand’s first physical store. “We took our time choosing the perfect spot because this wasn’t just another retail move, a statement,” shares Bader. “Dubai Mall is a global hub, and securing a prime location there was essential for making a lasting impact.”
Competing in Dubai’s high-stakes retail market required overcoming significant challenges. “Finding the right spot in such a competitive landscape wasn’t easy, but patience and strategic planning made all the difference,” he explains.
NO-VA’s journey began online, navigating a highly competitive and volatile digital marketplace. “E-commerce success is far more complex than it appears. It demands relentless focus on marketing, advertising, and converting interest into sales,” says Bader. Despite the hurdles, NO-VA quickly established itself as a trusted name in the UAE. “Our success has been driven by natural growth, community feedback, and support. We’ve actively involved our customers in the process, listening to their needs and delivering products that truly resonate with them,” Bader adds.
The opening of the flagship store is just the beginning. NO-VA is set to launch a new collection in early 2025, incorporating cutting-edge performance materials and bold designs that set new benchmarks for activewear. “The trend in the UAE is shifting toward prioritizing comfort over appearance. People are increasingly valuing ease of wear, as the market moves toward a more active, healthy lifestyle. As more people engage in fitness and sports, we are evolving to support this transition with products that cater to their needs,” says Bader, reflecting on the evolving industry landscape.
Bader’s vision for NO-VA doesn’t stop at regional success. “We aim to open more branches, and we’re also looking toward international expansion in the near future,” he shares. In addition, while NO-VA does not currently have any collaborations in the works, Bader is open to future partnerships. “We believe collaborations can create unique, exciting products that resonate with a broader audience,” he says.
For Bader Al Ghaith, NO-VA’s success is deeply personal. “As an Emirati, I’m proud to contribute to our country’s growing reputation for innovation and excellence,” he says. “This journey has shown that with the right vision and determination, there are no limits to what we can achieve.”
As NO-VA continues to carve its place as one of the UAE’s leading activewear brands, its future looks bright, with plans for expansion and potential collaborations on the horizon. For Bader Al Ghaith, the journey is just beginning—and the possibilities are endless.