Fashion brand Forever 21 expanded its footprint in the region with the launch of its 5,100 sqft store at Circle Mall in Jumeirah Village Circle (JVC), Dubai. This marks Forever 21’s 14th store in the UAE.
Commenting on the new store launch and expansion strategy for Forever 21, Yasser Sharaf, Vice President (retail, hospitality and financial services) of Sharaf Group said, “This is in line with our vision and endeavour to reach closer to our brand fans in different parts of the UAE and convert new ones. Our goal is to nurture the longstanding relationship with Middle Eastern consumers by investing in expanding our presence across the region and elevating the brand experience as an omnichannel ecosystem that encompasses retail stores, e-commerce and social media.”
With its Circle Mall store opening FOREVER 21 rolled out its winter and holiday wardrobe collection available offline across all stores and online.
Forever 21 was acquired by Authentic Brands Group (ABG), a global brand development, marketing and entertainment company in 2020. In October 2021 Authentic Brands Group announced a long-term partnership with Sharaf Group for Forever 21. Through the agreement, Sharaf Group which has been Forever 21’s core operating partner in the Middle East for the last decade expanded its licensing rights from apparel and accessories to additional product categories including health and beauty, fragrance and home, and new territories including Southeast Asia and e-commerce.
“Over years Forever 21 has established a strong foothold in the Middle East & Southeast Asia and we are excited to launch the next phase of its growth in the region. Sharaf Group is an experienced leader in the Middle East & Southeast Asia’s retail market with vast expertise in the retail industry. We look forward to our expansion spree in the region in collaboration with the Sharaf Group,” stated Henry Stupp, President, EMEA at Authentic Brands Group.
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