Footasylum inks key deal with Apparel Group to expand across the Gulf region

Sportswear chain Footasylum is continuing its expansion programme and has announced a new strategic partnership with Apparel Group, the global fashion and lifestyle retail conglomerate.

The aim is “to accelerate Footasylum’s expansion” across the Gulf Cooperation Council (GCC) region, including the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.

It means 40 Footasylum stores will open in the Gulf region in the next five years as the two firms partner across the wholesale, e-commerce and franchise channels.

They said the link-up “leverages Apparel Group’s extensive regional retail network, cutting-edge technology and substantial customer base”.

The new stores will be Footasylum’s first physical locations outside the UK and mean the brand “gains immediate access to one of the region’s largest retail networks, advanced omnichannel and marketing capabilities, and a customer base of more than 12 million loyal Club Apparel members”.

Apparel Group has its HQ in Dubai and operates more than 2,500 stores. It manages a portfolio of over 85 international brands across 14 countries. 

Footasylum’s CEO David Pujolar described the deal as “a major step forward” for the firm, adding that “in recent years, we’ve begun to build a growing international presence through wholesale and e-commerce, and this agreement significantly accelerates that momentum in the Gulf region. Through this collaboration, we will also be entering physical retail outside the UK for the first time, backed by a partner with unrivalled reach, deep market knowledge and strong operational excellence”.

Meanwhile Apparel Group’s CEO Neeraj Teckchandani added that it’s focused on “brands that resonate with today’s connected, culturally-driven consumers. Footasylum’s unique position in streetwear and youth-centric fashion aligns exceptionally well with the dynamic tastes of shoppers across the GCC”.