New York, NY – Authentic Brands Group(ABG), a global brand development, marketing and entertainment company, today announced a new, long-term partnership with Sharaf Groupfor Forever 21. Through the agreement, Sharaf Group, which has been Forever 21’s core operating partner in the Middle East for the last decade, has expanded its licensing rights from apparel and accessories to additional product categories including health and beauty, fragrance and home, new territories including Southeast Asia and ecommerce.
Yasser Sharaf, Vice President (Retail, Hospitality, Industry and financial services) of Sharaf Groupat Sharaf Group said, “Forever 21 has a longstanding relationship with Middle Eastern consumers and our goal is to nurture that connection by investing in and elevating the brand experience across an Omni channel ecosystem that encompasses retail stores, ecommerce and social media. We are proud of the headway we have made so far this year and look forward to collaborating with ABG to engage current brand fans and convert new ones.”
As part of the renewed partnership Forever 21 and Sharaf are also currently rolling out a regional omnichannel strategy focused on today’s generation of fashion consumers. Earlier this year, Sharaf opened two new Forever 21 stores at Sahara Centre and Al Ghurair Centre and construction is underway at three new locations, including the Yas Mall, Nakheel Mall and Abu Dhabi Mall. Sharaf recently launched an all-new ecommerce destination for the UAE, www.Forever21.ae, with plans to unveil additional ecommerce sites for Singapore and Malaysia in the near term. Work is also being done to refresh the brand’s existing stores and product offerings for men, women and teens as well as to engage new audiences through relevant content and experiences tailored to regional consumers.
Henry Stupp, President, EMEAat Authentic Brands Group notes, “We are pleased to continue Forever 21’s partnership with Sharaf Group. ABG’s global vision for the brand is to partner with best-in-class licensees and retail operators around the world who will interpret Forever 21’s unique fashion sensibility for key regional audiences.We are confident that Sharaf Group will be an important partner in helping us achieve this goal in the Middle East and the Far East.”
Sharaf Group specializes in retail development and brand building, with expertise in design, manufacturing, store operations and ecommerce that enable a seamless brand and consumer experience across all touchpoints.
In the Middle East, Forever 21 offers fashion and lifestyle offerings for men, women and teensand can be found in more than 15 retail stores and online. For more information, visit www.Forever21.ae.