In Search of Luxurious Slippers: The Birth of Edmini,an Entrepreneurial Venture in the UAE (A)

Abstract

This case study illustrates the birth of an entrepreneurial business concept, named Edmini, which was initiated by two Emirati citizens. The main idea behind Edmini lies in the creation of an online store to provide male consumers in the United Arab Emirates (UAE) convenient means to acquire customized high-end slippers. Bringing out subtly the culture and tradition of the local UAE population, the case offers relevant insights into various processes and steps that were put in place to establish the Edmini brand between 2009 and 2010. By showcasing different experiences that revolve around identifying the market need, developing optimal branding schemes and allocating required resources for footwear manufacturing, this case provides the opportunity to grasp a thorough understanding of the challenges that a start-up could face.