Leading British spa and skincare brand Elemis has announced the opening of its new counter in Dubai’s Mirdiff City Centre in line with its regional expansion plan.

The new Elemis counter is located at the UK-based department store, Debenhams and features "an exciting sneak peek" into the Elemis experience with an onsite Skinlab and Spabar, said a statement from Spa Resources International, the sole distributor for Elemis products in the Middle East.

"The new counter’s location is part of the growing Elemis retail expansion plan which aims to strategically establish locations through which Elemis products can most efficiently reach their target segments across the region," remarked Paula Behrens, Distribution & Training Manager for Spa Resources International.

The plan also positions Elemis outside of the spa arena so that it can be more easily accessible to retail customers, she noted.

“Although a vast majority of our clients are extremely familiar with the Elemis spa experience, we want to create a greater awareness for the home care and retail products as well, since Elemis can be effectively used for luxurious spa treatments, and then usage can be continued at home for optimum results."

"We believe that the Elemis retail expansion is an ideal way to reach all of our clients and to make Elemis readily available to them whether they are relaxing at a spa for the day or taking the time to unwind at home," she added.

The key highlights will be serious skincare, combined with lifestyle solutions for age maintenance, daily skin health, time for men, detox, travel and sports and stress management, the statement said.-TradeArabia News Service