Azadea, Payless ShoeSource sign franchise deal in Ghana

RetailME Bureau

Lebanon-based fashion and lifestyle retailer Azadea Group, which owns and operates over 50 leading international franchise concepts across the MENA, Asia and Europe, signed an exclusive franchise agreement with Payless ShoeSource. As per the agreement, Azadea Group will partner with Payless ShoeSource, as its exclusive franchisee, to establish the Payless ShoeSource retail chain in Ghana. The arrangement is aimed at leveraging Payless’ capabilities of creating a delightful store experience, through a trend-right product mix that appeals to the budget-conscious shopper, and Azadea’s established competencies in operating retail concepts across the region.

“We are pleased to be joining forces with Payless, and tapping into new emerging markets such as Ghana. With a competitive value pricing for popular styles of footwear and accessories, we trust that the Payless brand will appeal to a wide consumer base, and provide our consumers with an exceptional shopping experience,” says Said G Daher, CEO of Azadea Group.

Today, Payless has 275 franchised stores located in the Middle East, Asia and Eastern Europe, and in such countries as Russia, the Philippines, Saudi Arabia, Indonesia, Thailand, Vietnam, South Korea, Kuwait, UAE and Malaysia, among others. “I am excited about this partnership with Azadea Group, which shares our vision for the Payless brand, and is a preeminent retail company in Ghana. A cornerstone of the Payless strategy is to expand into new markets and become the brand that resonates with consumers around the globe, and be the first choice for budget-conscious consumers, who shop for shoes and accessories,” adds Paul Jones, CEO of Payless Holdings.