Practicology is now Pattern

By Joanna Perry | Head of Marketing

Practicology has opened a Dubai office and appointed David Quaife as Country Manager to demonstrate commitment to clients in the region.

The UK-headquartered business has worked with clients in the UAE, Saudi Arabia, Bahrain and Lebanon in the past two years; and is seeing increasing demand from Middle Eastern-based retailers and brands who want to leverage global ecommerce best practice.

It was also recently chosen by Google to conduct a benchmarking study of the region’s omnichannel retailers, analysing the online and offline experience provided by 25 retailers in KSA and UAE.

Practicology has appointed David Quaife as Country Manager to benefit from his extensive experience in the Middle East, and the wider retail industry. He has spent the last seven years working for some of the most high-profile retail businesses in the region.

He joins from Landmark Group, where he was Head of Omnichannel at Home Centre; with responsibility for the retailer’s entire digital strategy including ecommerce, digital marketing and in-store digital. The site has won multiple awards in his time there, including Website Launch of the Year at the 2016 Seamless Awards, and Most Admired Online Retailer at the 2017 RetailME Awards.

Earlier in his career David was Head of Ecommerce for Alshaya’s Mothercare business, and before that spent a decade working in the UK for retailers such as Amazon and Dixons Carphone.

Practicology Country Manager MENA, David Quaife, commented: “There is much work to be done to help consumer-focused businesses to deliver digital touchpoints that create seamless customer experiences. Based on my knowledge of the region, Practicology’s experience in this field is the perfect fit to help accelerate our clients' digital capabilities to global best practice and beyond.

I look forward to working with Practicology’s existing and future clients in the Middle East on their digital transformation journeys.”

Practicology CEO, Chris Vincent, added: “Having delivered work for a number of brands in the Middle East region, we are confident that there is further demand for our mixture of digital strategy and practical ongoing support. We are delighted to welcome David Quaife to lead the business in the region, and feel he has the perfect experience to represent our unique offer.”

Practicology’s MENA website is now live at:

For more information on our Dubai office or press enquiries please email:


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