For the nearly four million members of Club Apparel, every purchase across the Group’s wide portfolio of fashion, beauty, and lifestyle brands now carries the potential to build long-term wealth. Instead of redeeming points only for discounts or products, customers can channel them into fractional ownership of income-generating properties in Dubai.
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GLODubai has once again placed itself at the forefront of innovation by linking everyday retail spending with real estate ownership. Apparel Group, one of the Middle East’s largest retail conglomerates, has partnered with fractional property investment platform PRYPCO Blocks to launch “Spend to Invest”—a programme that allows members of the Group’s Club Apparel loyalty scheme to convert their shopping rewards directly into property stakes.
The initiative is being described as a first-of-its-kind in the region, bringing together two industries that rarely intersect: fashion retail and real estate. For the nearly four million members of Club Apparel, every purchase across the Group’s wide portfolio of fashion, beauty, and lifestyle brands now carries the potential to build long-term wealth. Instead of redeeming points only for discounts or products, customers can channel them into fractional ownership of income-generating properties in Dubai.
Through the PRYPCO Blocks app, loyalty members can seamlessly exchange accumulated points into property “Blocks.” With entry levels starting from as little as AED 2,000 (around USD 544), the programme makes stepping into Dubai’s property market accessible to a much broader base of consumers. Traditionally, real estate investment in the city has required substantial capital or financing, but this model lowers the threshold significantly while still giving participants exposure to rental income and capital appreciation.
Sima Ganwani Ved, Founder and Chairwoman of Apparel Group, described the move as a way to extend the value of loyalty rewards far beyond the checkout counter. “We have brought our customers the best in fashion, footwear, and beauty, and now we are giving them the chance to turn their rewards into a step towards owning a home—helping them invest in a future that goes beyond shopping,” she explained.
From the real estate side, Amira Sajwani, Chairperson of PRYPCO Blocks and CEO of PRYPCO, emphasised the transformative nature of the partnership. “For the first time, we’re bridging the gap between consumer spending and property investing. Customers can now turn shopping rewards into real estate investments, supporting our mission to democratise property ownership,” she said.
The programme arrives at a time when Dubai’s property sector is booming, driven by high demand from residents and international investors alike. By tapping into loyalty economics, “Spend to Invest” not only deepens engagement for retailers but also opens new avenues for wealth creation among consumers. For shoppers, it means that routine purchases at favourite stores can gradually translate into bricks-and-mortar assets—something that was previously out of reach for many.
This merging of retail loyalty and real estate reflects a broader trend in the UAE towards financial innovation and inclusivity. It also raises intriguing questions: how quickly will consumers adopt the model, and will competitors in both retail and property follow suit? If successful, Dubai’s loyalty-to-property pathway could redefine how everyday spending contributes to long-term financial security.
In blending shopping with investment, Dubai once again underscores its reputation as a city where lifestyle, innovation, and opportunity intersect—where even loyalty points can lay the foundation for a future home.
Source: PRYPCO Blocks
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