Dreame Launch: Brand Director Cici Cheng On Middle East Growth Strategy And EV Ambitions

Dreame Technology, a global innovator in smart home solutions, today launched its first Middle East flagship store at Mall of the Emirates, advancing its expansion across the Middle East and Africa (MEA).

This milestone introduces consumers to Dreame's cutting-edge products, including the H15 Pro Wet and Dry Vacuum, the world's first with an AI-powered robotic arm for seamless, gap-free cleaning. The store also previews Dreame's upcoming TV product line, signaling the brand's diversification into new categories in the region.

In an exclusive on-the-ground interview with OneArabia.me, Cici Cheng, Brand Director at Dreame, discusses the company's ambitious Middle East expansion, starting with its first UAE store. She oversees brand strategy and development, continuously enhancing Dreame’s global brand presence and strengthening consumer engagement.

Emphasising localisation, she reiterated that Dreame tailors products and experiences to markets like Saudi Arabia and Qatar. With plans for premium electric vehicles (EVs) by 2027, Dreame aims to become a trusted, innovative brand regionally and globally.

Congratulations on opening Dreame's second store in Dubai. What are your expansion plans for the rest of the Middle East, specifically for Saudi Arabia, Kuwait, Qatar, Oman, and Bahrain?

We're incredibly excited about our ambitious expansion plans across the Middle East. Each market is unique, and we're tailoring our approach to fit local needs. In Saudi Arabia, for instance, we're planning a major event by the end of the year. Saudi is a distinct market compared to the UAE — while Dubai is a global hub, Saudi requires a localised strategy. We're focusing on both online and offline channels, including independent stores and retail partnerships, similar to our collaborations in Dubai with retailers like EROS.

For Qatar, Kuwait, Oman, and Bahrain, we're adopting the same "in local, for local" strategy. Dreame operates in over 100 countries, but our success hinges on adapting to local environments. In Dubai, for example, we have a local office with sales, after-sales, marketing, and product teams who understand the market and consumer preferences. Their feedback directly informs our product R&D, allowing us to make tailored adjustments. All the countries you mentioned are key targets, and we're committed to investing heavily in each to build a reliable and trusted brand for Middle East consumers.

Speaking of localisation, are you targeting the affluent expat community in Dubai and the UAE, or is your focus also on local consumers? How do you address market expectations and competition?

It's a mix of both. Dreame's current portfolio focuses on cleaning devices and personal care products, but we're expanding into new categories, like televisions, which we'll showcase soon. The Middle East market is competitive, but our strength lies in personalisation and understanding local needs.

For example, in our Dubai store, we've created a private beauty salon area where women can try our hairdryers comfortably, respecting cultural preferences like keeping headscarves on in public. This space includes mirrors, desks, and seating for a hands-on experience. We also offer personalised services, like engraving names on hairdryer luggage, which customers can use as gifts or keepsakes. These touches ensure consumers feel connected to our products.

Our approach — combining tailored products, localised marketing, and unique retail experiences—sets us apart. We're not just selling products; we're creating meaningful, first-hand experiences that resonate with both local and expat consumers.

You mentioned expanding into electric vehicles (EVs). Can you share more about Dreame's plans in this space, especially given the competitive EV market in the Middle East?

We're thrilled about our EV venture, which we officially announced yesterday in China. Dreame is entering the electric vehicle market with a premium positioning, distinct from other Chinese brands focusing on affordability. We're building a large factory near Shanghai with mass production slated for 2027.

The first car will debut at an exhibition in China next March, showcasing its design. The Middle East is a top priority for our EV rollout, given the region's rapid shift toward sustainable mobility. While I can't share all the details yet, our EVs will bring cutting-edge technology to everyday life, staying true to Dreame's premium brand identity.

How do you select local partners in the region to align with Dreame's vision?

Choosing partners is about shared values and long-term vision. We look for partners who understand Dreame's brand, know where we're headed, and are committed to overcoming challenges together. We avoid short-term partners focused only on immediate gains. Our Dubai store, for instance, required significant investment in rent and design, but we see it as a foundation for future growth. Partners like eXtra share our commitment to quality and innovation, helping us navigate local markets effectively.

What are your personal and professional dreams for Dreame's future?

I've been with Dreame for over four years, and it's been an incredible journey. Founded in 2017, Dreame is a young company, but our achievements are remarkable, thanks to our ambitious founder and dedicated team. Our founder, who's only 37, has a visionary mindset that pushes us to achieve what once seemed impossible.

My dream is for Dreame to become a global leader in technology and a beloved, trusted brand worldwide. From a branding perspective, I want consumers to feel a personal connection with Dreame, whether through innovative products like our EVs or unique experiences like our personalised retail spaces.

The UAE and the Middle East are key markets for us, and we're excited to collaborate with local partners to bring cutting-edge technology to the region. With our focus on localisation, premium products, and consumer-centric experiences, I'm confident Dreame will play a significant role in shaping the future of technology here and beyond.