Indian children’s shoe brand makes global foray with UAE entry


UAE – Plaeto, India’s leading footwear brand focused on children’s foot health, today announced its global foray with its entry into the UAE market.

The Bengaluru-based company has partnered with Threads, the first and largest retailer of school uniforms, shoes and accessories in the United Arab Emirates.

Plaeto’s black and white school shoes, in three different lacing methods, are available at Threads stores in Times Square Mall, City Mall, BurJuman Mall, Abu Dhabi, Ras-Al-Khaimah, Sharjah and Fujairah. The shoes are also available online at

Over the next few months, Plaeto is planning aggressive growth in the UAE market. The plan is to further explore retail and distribution partnerships for its growing line of footwear for kids ages 5 to 15, the company said.

Ravi Kallayil, CEO and Co-Founder of Plaeto, said, “We are excited to enter the UAE market. We will service all key areas of the Emirates through Threads stores as well as their online store. Given that Threads has been a market leader in retail, and particularly in the area of ​​school uniforms and footwear, we consider ourselves truly fortunate to find product fit and brand resonance so early. in our global journey. At Plaeto, we believe that “play” and “school life” are integral to the growth of children everywhere, and we are delighted to partner with Threads to serve children in the UAE. »

Threads is one of the largest manufacturers and distributors of school and corporate uniforms in the UAE. It serves approximately 90 schools and has 2,00,000 customers through its diverse chain of businesses in security, transportation, hospitality and catering. The company also offers end-to-end services in design, manufacturing, distribution and retail.

Jacques Rheeder, CEO of Threads, said: “For the past 12 years, Threads has specifically targeted educational institutions in the Middle East. We are delighted to partner with Plaeto, an Indian brand, which has designed world-class footwear for children, leveraging the collective product experience of some of the best footwear design teams from brands such as Nike and Adidas. At Threads, our motto is “Dressing Future Global Leaders” and we think Plaeto shoes are the perfect fit for kids in the UAE. »

Plaeto shoes don’t just protect growing feet, they’re also kinder to the planet. Their carbon footprint is 6.5 kg CO2 equivalent/pair, around 50% less than an average sports shoe. Extending their sustainability goals to packaging as well, the shoes come in a reusable cloth bag, instead of single-use cardboard boxes.

The brand’s founding team is made up of former senior executives from Nike, Adidas and Apple. Last year, Plaeto announced sports icon and Team India cricket coach Rahul Dravid as its brand ambassador and strategic advisor in its mission to help children discover the joy of ‘playing’ in their lives.

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