Forever 21 opened a new store in Dubai’s Ibn Battuta Mall on July 27, marking the brand’s efforts to expand its regional footprint.
The store spans 12,000 square feet, aiming to offer men, women and teenagers fast fashion products and lifestyle accessories at affordable prices.
Authentic Brands Group, international brand development and marketing firm, acquired the brand in 2020.
In October 2021, the firm entered into a long-term partnership with the Sharaf Group, Forever 21’s operator in the Middle East for the last 10 years.
In efforts to reach consumers across numerous touchpoints, the groups intend to strengthen Forever 21’s omnichannel offerings.
“This is in line with our vision and endeavour to reach closer to our brand fans in different parts of the UAE and convert news ones,” said Yasser Sharaf, vice president of the Sharaf Group’s retail, hospitality, industry and financial services division.
“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 across an omnichannel ecosystem that encompasses retail stores, e-commerce and social media.”
Through the partnership, the Sharaf Group has widened its licensing rights from apparel and accessories to include fragrance, homeware and health and beauty and access southeast Asian markets and operate e-commerce sites.
The group operates 16 branches of Forever 21 in the Middle East, with the brand’s products available on e-commerce sites.
“Over years, Forever 21 has established a strong foothold in the Middle East and Southeast Asia and we are excited to launch the next phase of its growth in the region,” said Henry Stupp, president of the Authentic Brands Group’s Europe, Middle East and Africa division.
“Sharaf Group is an experienced leader in the Middle East and 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.”
The Sharaf Group intends to open up to four more Forever 21 stores in the region this year.
