Splash is the apparel and lifestyle brand of Landmark Group, one of the largest omnichannel retail organisations in the Middle East, Africa and India. Established in 1993 in the United Arab Emirates, Splash offers trend-led collections for men, women and kids across casual, work and occasion wear, complemented by footwear and accessories.
The brand serves customers through a network of physical stores across key regional markets and a dedicated e-commerce website, bringing accessible fashion to diverse consumer segments. Backed by Landmark Group’s scale and supply-chain capabilities, Splash refreshes assortments frequently, aligns collections to regional preferences, and highlights inclusive fits and seasonal edits on its official channels. With a focus on value, design and convenience, Splash continues to evolve its omnichannel experience so customers can discover, try and buy seamlessly across stores and online.
This comprehensive guide provides essential insights into Landmark Group - Splash's operations, culture, and recruitment process, equipping readers with the knowledge needed to excel in interviews and understand the company's strategic direction.
1. Company Overview
About Landmark Group - Splash
Splash is a fashion retail brand owned by the UAE-based Landmark Group, founded in 1993. It offers contemporary, affordable apparel, footwear and accessories for men, women and kids, available through brick-and-mortar stores across the GCC and India and via the official online store. Positioned within Landmark Group’s value-driven portfolio, Splash focuses on fast, trend-led collections tailored to regional tastes, with seasonal campaigns and curated edits that emphasize accessible style and convenience.
| Attribute | Details |
|---|---|
| Founded | 1993 |
| Founders | Landmark Group |
| Industry | Fashion retail (apparel, footwear, accessories) |
| Headquarters | Dubai, United Arab Emirates |
| Key Services | Retail of clothing, footwear, and fashion accessories; in-store and online shopping via official channels |
Company History
Trace Landmark Group - Splash's evolution through key periods, highlighting major transformations and growth phases.
- 1993: Splash was founded in Sharjah by Renuka Jagtiani, who personally managed everything from buying to store setup.
- 1993–2011: The brand expanded to over 200 stores across 11 countries in the Middle East and Africa.
- 1999–2024: Landmark Group expanded in India with popular brands like Lifestyle, Home Centre, and Max, while strengthening its e-commerce presence and sustainability focus.
- 2019–2024: Under Chairwoman and CEO Renuka Jagtiani, Landmark Group grew to 2,200 stores across 24 countries and announced further expansion into key global markets.
Key Milestones in Landmark Group - Splash History
Critical achievements that shaped Landmark Group - Splash's trajectory and market position.
| Year | Milestone |
|---|---|
| 1993 | Splash is established as a single-brand store in Sharjah, UAE. |
| 1999 | The Landmark Group expands into India, paving the way for the introduction of several retail concepts, including Splash. |
| 2009 | The Landmark Group announces plans to expand Splash in India with 15 new stores by 2011; at the time, Splash operated 80 stores and 66 branded boutiques across nine countries. |
| 2012 | Landmark Group begins its e-commerce journey with Landmarkshops.com, later including Splash; Splash sets a goal to reach 125 stores across at least five new countries by year-end. |
| 2016 | The group’s digital division evolves into Landmark Digital to enhance online experiences for all brands, including Splash. |
| 2019 | Splash wins multiple awards at the Images Retail ME Awards, including “Most Admired Responsible Retailer” and “Most Admired Retailer of the Year,” and achieves 80% eco-friendly fabric production. |
| 2023 | Splash reaches over 200 stores across 13 countries, marking a significant global presence. |
| 2025 | Splash wins three HR Excellence Awards for employee-focused practices and joins the Project Zero initiative to convert confiscated counterfeit goods into sustainable products. |
2. Mission, Vision, and Values
Core principles and strategic direction sourced directly from Landmark Group - Splash's official website.
Vision
This means Landmark Group strives to make a meaningful and lasting difference by improving lives and contributing positively to communities around the world.
Core Values
Landmark Group - Home Box's corporate values as officially listed on its website.
- Integrity - We L.E.A.D. with Integrity
Integrity is the foundation of everything we do. We uphold the highest ethical standards in every decision and action, ensuring our business is always conducted with honesty, fairness, and responsibility. - Listen - We Listen to Understand
We actively listen to our customers and employees to truly understand their needs and aspirations. This helps us build lasting relationships founded on trust, empathy, and mutual respect. - Empower - We Empower to Succeed
We foster a culture of empowerment, encouraging our people to take initiative, think creatively, and make decisions that drive both individual and organizational success. - Adapt - We Constantly Adapt to Stay Ahead
In a rapidly changing world, we embrace change as an opportunity. Our adaptability and forward-thinking mindset help us stay ahead of market trends and customer expectations. - Deliver - We Deliver Our Best Always
We are committed to excellence and reliability. Delivering on our promises is central to our identity - we strive to exceed expectations for our customers, partners, and stakeholders every time.
3. Comprehensive Product and Service Offerings
Splash offers trend-driven apparel, footwear, and accessories for men, women, and kids, available through physical stores and its official online store. Collections span everyday basics, denim, workwear, occasion wear, active-inspired styles and seasonal edits tailored to regional preferences.
1.Menswear
Contemporary menswear spanning everyday basics, denim, workwear and occasion-ready pieces, refreshed frequently to reflect current trends.
- T-shirts, Polos & Basics: Core essentials in a variety of fits and colors designed for comfort and daily wear.
- Denim & Casual Bottoms: A range of jeans and casual trousers in versatile washes and cuts for off-duty styling.
- Shirts & Formalwear: Smart shirts, blazers and tailored options suitable for work and occasions.
2.Womenswear
Women’s collections featuring everyday staples, trend-led tops and denim, and occasionwear, complemented by seasonal edits.
- Dresses & Occasionwear: Curated styles for events and special moments, aligned with seasonal color and print stories.
- Tops, Tees & Essentials: Versatile tops and basics designed for comfort, layering and easy outfit building.
- Denim & Bottoms: Jeans, trousers and skirts offered in multiple fits and silhouettes for everyday wear.
3.Kidswear
Kids’ apparel for boys and girls, offering comfortable, age-appropriate styles for school, weekends and casual occasions.
- Boys’ Apparel: Tops, jeans, shorts and casual layers designed for durability and ease of movement.
- Girls’ Apparel: Tees, dresses, denim and coordinated pieces suited to everyday and seasonal needs.
- Teens & Youth Essentials: On-trend styles and basics tailored for growing wardrobes and active routines.
4.Footwear & Accessories
Complementary footwear and accessory collections that complete looks across casual, work and occasion settings.
- Footwear: Casual shoes and occasion-ready styles coordinated with apparel collections.
- Bags & Wallets: Functional and fashion-forward accessories designed to pair with day-to-day outfits.
- Fashion Accessories: Belts, scarves, caps and jewelry that add finishing touches to seasonal looks.
5.Online Store and Services
Customers can shop Splash collections via the official e-commerce site alongside the in-store experience for greater convenience.
- Official Online Store: Shop the latest collections on the brand’s website with access to new arrivals and seasonal edits.
- Home Delivery: Doorstep delivery options to supported markets across the region.
- Store Network Support: In-store assistance for sizing, styling and product discovery, complemented by the online catalogue.
4. Key Competitors of Landmark Group - Splash:
1. H&M
H&M is a global fast-fashion retailer offering trend-led apparel at accessible prices, with an extensive footprint across GCC markets. Its frequent new collections and strong brand recognition make it a direct competitor to Splash in mainstream value fashion.
- Overview: Hennes & Mauritz AB’s flagship brand with a large international store network and established presence in the Middle East through regional partners.
- Services: Menswear, womenswear, kidswear, accessories, and omnichannel shopping (stores and e-commerce in select GCC markets).
- Market Position: Competes on breadth of assortment, trend velocity, and price points across key GCC retail destinations.
2. Zara
Zara, the flagship brand of Inditex, is known for rapid runway-to-retail cycles and a strong Middle East presence. It competes with Splash on fashion-forward styles, speed-to-market, and in-store experience.
- Overview: Spanish fast-fashion brand operated by Inditex with widespread global and GCC store networks.
- Services: Apparel and accessories for women, men, and kids, supported by omnichannel services.
- Market Position: Challenges Splash with frequent new drops and contemporary designs targeting similar customer segments.
3. LC Waikiki
LC Waikiki is a Turkish value-fashion retailer offering family-oriented apparel across MENA, including GCC countries. Its affordable pricing and broad size ranges make it a close competitor to Splash in mass-market fashion.
- Overview: International fashion brand originating in Turkey with stores across the Middle East.
- Services: Affordable clothing and accessories for women, men, children, and babies, with e-commerce available in select markets.
- Market Position: Competes primarily on value pricing and broad family assortment.
4. REDTAG
REDTAG is a GCC-based value fashion and home retailer serving price-conscious consumers. It competes with Splash on affordability, regional reach, and frequent promotions.
- Overview: Brand owned by BMA International with a substantial store presence across GCC countries.
- Services: Apparel for men, women, and kids, plus homeware and accessories.
- Market Position: Positions as a value-driven retailer with localized ranges and strong presence in Saudi Arabia and the UAE.
5. R&B Fashion
R&B Fashion is a value fashion and home concept from Apparel Group operating across GCC markets. It rivals Splash on entry-to-mid price points, private-label assortments, and mall-based locations.
- Overview: Regional fashion and home retailer under Apparel Group with growing store network in the Middle East.
- Services: Affordable apparel, footwear, accessories, and home products for the family.
- Market Position: Competes on pricing, breadth of private-label offerings, and omnichannel initiatives led by a major regional retail group.
5. Corporate Social Responsibility (CSR):
Landmark Group - Splash demonstrates its commitment to social impact through comprehensive Corporate Social Responsibility programs. The company's initiatives span environmental sustainability, community development, education, and social welfare, reflecting its dedication to creating positive change beyond business operations.
Splash “Love the Planet” Sustainable Fashion
Splash promotes more sustainable fashion by incorporating lower-impact materials in selected collections (such as organic cotton and recycled fibers) and highlighting these choices on product labels and brand communications. The initiative’s scope covers product design, material selection, and consumer education, aiming to reduce environmental footprint while helping customers make informed, responsible purchases across Splash stores and online channels.
Beat Diabetes: Awareness and Education
As part of Landmark Group’s flagship CSR program, Splash supports diabetes awareness and prevention through public education efforts. The initiative delivers practical information on risk factors, healthy living, and early detection via community activations and seasonal campaigns across Landmark Group markets, benefiting students, families, and broader communities by encouraging healthier lifestyle choices.
Beat Diabetes: Free Screening and Community Health
Under the Group’s Beat Diabetes program (established in 2009), free blood glucose testing and wellness touchpoints are offered during campaign periods in cooperation with healthcare partners. These efforts facilitate early detection and counseling for residents across key markets in the GCC and India, directly benefiting thousands of participants through accessible screening and guidance on prevention and management.
Operational Sustainability: Energy and Waste Reduction
Landmark Group implements environmental programs across its retail network to improve energy efficiency and reduce waste in stores, distribution, and offices. Splash stores follow Group standards such as LED lighting rollouts, responsible waste management and recycling practices, and efficiency-focused operational guidelines. The impact includes lower energy use intensity and reduced landfill waste across day-to-day retail operations.
Water Stewardship in Apparel Production
Splash collaborates with approved manufacturing partners to encourage water-efficient processes in product finishing and dyeing, particularly for denim and casualwear. By promoting improved washing techniques and process optimizations at supplier facilities, the initiative aims to lower freshwater consumption and chemical load, supporting better environmental outcomes for communities near production hubs.
Responsible Sourcing and Supplier Welfare
Landmark Group maintains a supplier code of conduct aligned with international labor standards, applying it across brands including Splash. Compliance is monitored through approved audits and continuous improvement with suppliers, focusing on safe workplaces, fair treatment, and environmental compliance. The beneficiaries are workers within partner factories and, ultimately, customers who rely on ethically made products.
6. Career Opportunities at Landmark Group - Splash
Landmark Group - Splash offers diverse career paths across its global operations, providing opportunities for professionals at various stages of their careers. The company's commitment to talent development and inclusive growth creates an environment where individuals can build meaningful and impactful careers.
Job Profiles and Departments
Explore the wide range of professional opportunities available across Landmark Group - Splash's organizational structure:
- Retail Operations (Stores): Frontline roles include Sales Associate, Cashier, Visual Merchandiser, Department Supervisor, and Store/Area Manager. Responsibilities span customer experience, sales target achievement, merchandising standards, inventory control, and team leadership. Required skills include customer service, communication, problem-solving, and basic retail analytics. Typical progression: Sales Associate - Department Supervisor -Assistant Store Manager - Store Manager - Area/Cluster Manager.
- Buying & Merchandising: Owns assortment planning, range building, pricing, open-to-buy management, vendor coordination, and in-season trading. Roles include Buyer, Assistant Buyer, Merchandiser, and Planner. Skills: trend awareness, negotiation, data analysis, Excel, and category management. Career paths lead to Senior Buyer, Category Manager, and Head of Buying/Merchandising.
- Design & Product Development: Designers, Graphic/Print Designers, and Product Developers translate brand direction into seasonal collections, develop tech packs, select fabrics and trims, and review fits and quality. Skills include CAD, fabric and wash knowledge, and collaboration with sourcing/QA. Growth can progress to Senior Designer, Design Manager, and Head of Design.
- E-commerce & Omnichannel: Digital roles manage splashfashions.com operations, site merchandising, content, UX, analytics, CRM/loyalty integration, and performance marketing. Positions include E-commerce Executive, Site Merchandiser, Content Producer, CRM Specialist, and Product Manager. Skills: analytics, SEO/SEM, A/B testing, and stakeholder coordination. Progression to E-commerce Manager and Head of Digital/Omnichannel.
- Supply Chain, Logistics & Planning: Covers demand planning, allocation, replenishment, DC operations, and last-mile coordination to ensure availability across stores and online. Roles include Demand Planner, Allocator, Warehouse Supervisor, and Logistics Coordinator. Skills: forecasting, WMS/ERP proficiency, process improvement, and vendor coordination. Growth to Supply Chain Manager and Head of Logistics.
- Corporate Functions (HR, Finance, IT, Legal & Loss Prevention): Enabling functions support business performance and governance. HR focuses on talent acquisition, L&D, and employee relations; Finance on budgeting, controls, and reporting; IT on systems, cybersecurity, and retail tech; Legal on compliance and contracts; Loss Prevention on shrink control and audit. Clear development pathways lead to managerial and leadership roles within the wider Landmark Group.
Growth and Development Opportunities
Landmark Group - Splash invests significantly in employee development through structured programs and initiatives:
- Learning & Development Frameworks: Role-based onboarding, classroom and on-the-job training, and e-learning modules focused on retail fundamentals, service excellence, product knowledge, and safety. Employees receive periodic skill refreshers aligned to seasonal priorities and business needs.
- Leadership Development: Structured pathways for high-performing talent, including coaching and succession planning for supervisors, store managers, and functional leads, building capabilities in people leadership, commercial decision-making, and operational excellence.
- Cross-Functional and Regional Mobility: Opportunities to move across functions (e.g., from stores to merchandising or e-commerce) and to pursue roles within Landmark Group’s regional network, providing broader exposure and career acceleration.
- Innovation and Process Improvement: Employees collaborate on projects that enhance store execution, digital journeys, and supply chain efficiency, encouraging continuous improvement and adoption of best practices.
- Diversity, Inclusion & Wellbeing: An inclusive work environment with equal opportunity policies, fair employment practices, and wellbeing initiatives. Competitive rewards and benefits support work-life balance and long-term career growth.
7. Future Outlook and Strategic Plans
This section presents Landmark Group - Splash's official strategic direction based on investor presentations, press releases, and sustainability reports. All information is sourced from verified company communications and reflects confirmed initiatives and goals.
Landmark Group - Splash's future strategy is structured around key focus areas designed to align with global market trends and industry evolution:
1. Digital and Omnichannel Commerce
Splash continues to strengthen its digital presence to offer customers a seamless experience across channels. The brand’s online store, splashfashions.com, complements a robust retail network and integrates with Landmark Group’s loyalty ecosystem to deliver personalized journeys.
Priorities include enhanced product discovery, richer content, and data-driven merchandising to improve conversion and customer lifetime value. Store and online operations are increasingly connected through unified stock visibility and convenient fulfilment options, enabling customers to browse, buy, collect, or return through their preferred channel. These initiatives align with Landmark Group’s broader focus on scalable technology platforms and customer-centric retailing.
- Continuous enhancement of the splashfashions.com shopping experience across operating markets
- Loyalty integration through Landmark Group’s Shukran program to enable personalized offers and rewards
- Omnichannel services connecting stores and online, including store-supported fulfilment and convenient returns where offered
2. Sustainability and Responsible Sourcing
Splash focuses on responsible product development and sourcing practices within Landmark Group’s sustainability framework. The brand is expanding the use of more sustainable materials in selected ranges and promoting responsible processes across its supply base through clear policies and compliance requirements.
Design and buying teams work to incorporate improved materials, care guidance, and durability considerations, while packaging optimization and waste reduction remain ongoing priorities. Supplier expectations are guided by group-level codes and standards, with compliance monitored through structured assessments and partnerships that support continuous improvement.
- Increased use of more sustainable materials in selected collections, including options such as organic or recycled fibers where available
- Ongoing supplier compliance programs aligned to group policies on ethical sourcing and product quality
3. Market and Format Expansion
The brand’s growth model balances selective new store openings and refurbishments with digital expansion to deepen reach in core markets. Store planning emphasizes customer experience, efficient footprints, and integration with online journeys. Digital channels broaden access to the range and support customer acquisition in markets where e-commerce penetration is rising. Expansion decisions prioritize operational scalability, supply chain efficiency, and brand consistency across regions where Landmark Group operates.
- Store refurbishments and format upgrades to elevate customer experience and operational efficiency
- Targeted customer acquisition through loyalty-driven campaigns and data-led market penetration
4. Product Innovation and Design Excellence
Splash invests in trend-right design, quality assurance, and fit consistency across categories. Seasonal collections are developed to reflect regional preferences while maintaining global fashion sensibilities. Continuous product testing, feedback loops from stores and digital channels, and iterative range optimization help improve sell-through and reduce waste. The brand explores material and process improvements that enhance comfort, durability, and sustainability attributes, reinforcing value and differentiation.
- Structured seasonal calendars and range reviews to improve time-to-market and in-season responsiveness
- Close collaboration with key suppliers for material innovation and quality improvements
5. Talent, Culture, and Capability Building
Aligned with Landmark Group’s people-first approach, Splash emphasizes building capabilities in retail operations, merchandising, design, digital, and supply chain. The company supports continuous learning, fair employment practices, and internal mobility across functions and regions. Leadership development, performance management, and recognition mechanisms reinforce a high-performance culture focused on customer experience and commercial results.
- Ongoing hiring for stores, design/merchandising, and digital roles across operating markets
- Structured learning pathways and leadership development for high-potential talent
- Upskilling in data literacy, digital tools, and omnichannel operations
- Internal mobility opportunities within Splash and across Landmark Group brands
8. Latest News & Updates about Landmark Group - Splash
Stay informed about Landmark Group - Splash's recent developments, announcements, and industry recognition through curated news coverage.
9. Conclusion
Splash, part of the Landmark Group, is a leading Middle Eastern fashion brand recognized for trend-led collections, value, and strong retail execution across stores and digital channels. Rooted in customer-centricity, the brand blends design, quality, and affordability while aligning to the Group’s responsible sourcing and operational standards.
Its strategy centers on omnichannel growth, product innovation, and disciplined operations, supported by a robust loyalty ecosystem and scalable retail platforms. With continued refinement of assortments, elevated store experiences, and digital enhancements, Splash is well-positioned to serve evolving consumer expectations and sustain its relevance in a competitive fashion landscape.
For candidates, Splash offers clear career pathways across stores, design, merchandising, digital, and supply chain, with access to structured learning and mobility within the wider Landmark Group. Professionals can contribute to meaningful projects in customer experience, product development, and operational excellence while building future-ready skills. The combination of scale, values-driven culture, and continuous improvement makes Splash an attractive destination for growth-oriented talent seeking impact in modern retail.
Key Takeaways for Aspiring Landmark Group - Splash Candidates
- Research and Preparation: Thoroughly understand Landmark Group - Splash's business model, recent developments, and strategic initiatives. Stay updated on industry trends and the company's competitive positioning to demonstrate genuine interest and knowledge during interviews.
- Cultural Alignment: Familiarize yourself with Landmark Group - Splash's values, mission, and corporate culture. Prepare examples from your experience that demonstrate alignment with these principles and showcase how you can contribute to the company's objectives.
- Technical Competency: Develop relevant skills and knowledge specific to your target role at Landmark Group - Splash. Understand the technical requirements and industry standards that apply to your area of interest within the organization.
- Industry Awareness: Stay informed about broader industry trends, challenges, and opportunities that affect Landmark Group - Splash's business. This knowledge will help you engage in meaningful discussions about the company's strategic direction and market position.