Fashion brand Forever 21, jointly operated in the region by Authentic Brands Group and Sharaf Group, has launched a new store at Circle Mall in Jumeirah Village Circle in Dubai.
This opening, marking Forever 21’s 14th store in the UAE, aligns with the company’s bold expansion plans in the GCC.
Vice president of retail, hospitality and financial services at Sharaf Group, Yasser Sharaf, 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.
“Forever 21 has been in the region for more than 15 years now and has an established clientele who have been avid shoppers and have always been connected with the brand. The brand is committed to offer an exceptional in-store shopping experience. Furthermore we are also very rapidly increasing our retail footprint by opening more stores.”
In October last year, American company Authentic Brands Group announced a long-term partnership with Sharaf Group for Forever 21, after the chain filed for bankruptcy in 2019 closing nearly 350 stores globally.
As part of 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 only apparel and accessories to e-commerce and additional product categories like health, beauty, fragrance and home.
“Over the 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,” said president of Authentic Brands Group, Henry Stupp.
