Dubai-based retail conglomerate Majid Al Futtaim (MAF) and Authentic Brands Group have inked a deal to expand the luxury lifestyle brand Juicy Couture in the Middle East.
As per the deal, MAF Fashion-the fashion-retailing arm of MAF- will serve as the wholesale and retail distributor for the brand in the Middle East.
The company will create a brand presence across its point of sale networks including boutiques, shop-in-shops and wholesaler, a statement said.
MAF Fashion said that it will focus on opening more Juicy Couture stores in the region following the partnership deal. The company, however, did not specify the number of stores in the pipeline.
Juicy Couture recently opened a store in Abu Dhabi’s Yas Mall and will also debut in Qatar’s Lagoona Mall this month. The brand is also expected to open a number of stores in Saudi Arabia this year.
MAF Fashion first introduced Juicy Couture to the Middle East in 2007 with a boutique in Dubai. Currently, the brand has 19 freestanding stores in the UAE, Saudi Arabia, Lebanon, Kuwait and Bahrain.
Post the deal, MAF Fashion will also be working to create an integrated distribution network for the Juicy Couture brand beyond shopping malls with a new footwear and intimates line added to the Middle East network.
In addition, the company will also have an active ecommerce section with both omni-channel and wholesale online accounts that will help extend the brand’s reach.
“Juicy Couture is one of Majid Al Futtaim Fashion’s most established and best-performing labels in our portfolio, having created a thriving business for the lifestyle brand in the region,” said Rajiv Suri, CEO at Majid Al Futtaim Fashion.
“Taking on the position of master distributor for Juicy Couture in the region, demonstrates our leadership and expertise in fashion retailing. We look forward to working with ABG to significantly grow Juicy Couture’s presence in the MENA market over the coming years.”
Aside from Juicy Couture, MAF Fashion works with a number of global brands including Abercrombie & Fitch Co., Hollister, HOSS Intropia, Halston Heritage and Jane Norman to expand in the region.
The company recently announced franchise partnerships with retail brands AllSaints and Maisons du Monde.