TAKE A STAND ON SOAPBOX
The Promenade retail incubator comes to life By bazaar staff
Stay in Kuwait for a mere moment and one of the first things you will notice, apart from the heavily stacked aisles of sweets and chocolates in the supermarkets, is how inspiringly entrepreneurial the people here are. Someone always has an idea they are working on, or an Instagram or home business and are working their socks off to get some traction in their chosen market. Recognizing this, and wanting to explore and support these local upcoming entrepreneurs, The Promenade decided to devote prime retail space and provide sound business advice to successful Soapbox candidates via a mentorship model. An experienced team of mentors gives professional advice and support services specifically tailored to the entrepreneur’s needs. Looking more closely into exactly what is a retail incubator, as the name suggests, it is a safe, nurturing environment which supports and prepares new business owners in their economic ventures. With low overheads and flexible terms Soapbox tenants can choose from pre-fitted, manageably sized shop spaces or they can opt for shorter-lease kiosks or pop-up. Once moved-in the focus can immediately be on sales and building the business’ brand. Developing fresh retail concepts ensures a diverse and vibrant local economy and, as well as a brick-and-mortar presence, Soapbox features an e-commerce portal through which tenants have access to a wider audience. Here, they can market their products and services online, capturing sales via the web which exponentially increases the potential for higher turnover. Entrepreneurs also have the use of low-cost delivery services through a third-party partner, so less of their profit is eaten up by getting the stock to the customer. Among the first tenants to take their place with Soapbox is Dar Scrubs, a company that specializes in bright and practical scrubs that you want to be seen in. When asked why Dar Scrubs is so keen to work under the Soapbox mantle, General Manager Abdulrahman Alselim enthusiastically recounts, “Soapbox has been a catalyst for our business! Speeding up the growth and guiding us towards the correct path. Being part of this retail incubator has given us huge competitive advantage and that is because of the countless services and assistance they provide.” Soapbox also serves double duty as a community space where workshops for entrepreneurs, events and activities are held throughout the year starting with an official launch in October compered by writer and comedian Hoda Abbas Marafie and 64
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musical performances curated by Amin Fari. It is hoped for Soapbox to become a Millennials hub, with like-minded, similarly goal-oriented individuals with a knack for business coming together and creating opportunities for each other. This can be in commercial enterprises or in social causes, whatever it takes to get things done and to be a positive force for community in Kuwait. So where did the name Soapbox come from? You may have heard someone before say, “Get off your soap box” in response to hearing a person’s opinion being voiced. A soap box used to be the actual wooden box used to cart soap and other goods that would be upturned and stood upon in a gathering of people on the streets. This would elevate the speaker above the heads of the people whose attention they wanted to attract, whose support they wanted to gather. Here the orator would opine on subjects they were passionate about, because the working classes were given no other platform to be heard on. These boxes became a symbol of free speech and personal expression. In the same way Soapbox is a “platform for success” a stage for making a statement through
a unique and creative retail experience. This is an exciting project that will hopefully pave the way for local entrepreneurialism being supported and celebrated by the long-established business community within Kuwait. And it is good news for shoppers too, to be given the choice to spend their dinars with local independents which offer unique and high-quality items. The bazaar team sent two people to Soapbox to cover this story and both of them came away having bought something! You won’t be able to resist either!
For more Soapbox news follow @soapboxkw on Instagram and Facebook. The Promenade is located on 3rd Ring Road, opposite Qadsiya and can be easily accessed by road and the local public transport system. For more on The Promenade’s activities and events follow them on Instagram @thepromenadekw or call 2227 7130. For the Promenade Culture Centre follow them on Instagram @promenadeculturecentre. To apply for a space at Soapbox or for more information visit www.applyforabox.com.