Footasylum, a footwear and sportswear omnichannel business, has announced a new strategic partnership with Apparel Group to accelerate expansion across the Gulf Cooperation Council (GCC) region, including the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.
Under the agreement, Footasylum will collaborate with Apparel Group across wholesale, ecommerce and franchise channels, with plans to open 40 Footasylum stores across the GCC over the next five years. These new stores will represent Footasylum’s first physical retail locations outside the UK.
By partnering with Apparel Group, Footasylum gains access to one of the region’s largest retail networks, enhanced omnichannel and marketing capabilities, and a customer base of more than 12 million Club Apparel members.
Apparel Group, headquartered in Dubai, operates more than 2,500 stores and manages a portfolio of over 85 international brands across 14 countries. The group’s established expertise in brand development, retail technology, shopfitting and mall partnerships is expected to support Footasylum’s regional growth.
“This partnership with Apparel Group is a major step forward for Footasylum,” said David Pujolar, CEO of Footasylum. “In recent years, we’ve begun to build a growing international presence through wholesale and ecommerce, 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. By partnering with Apparel Group, Footasylum gains immediate access to one of the region’s largest retail networks, advanced omnichannel and marketing capabilities, and a customer base of more than 14 million loyal Club Apparel members.”
Dan Moneypenny, VP International at Footasylum, added that the partnership will enable the brand to bring its streetwear and sportswear proposition to a broader customer base across the region. “I’m confident Apparel Group is the ideal partner for this next stage of our growth. We look forward to working closely with them as we enter a new era for Footasylum.”
Commenting on the agreement, Neeraj Teckchandani, Chief Executive Officer of Apparel Group, said the partnership reflects the group’s commitment to diversification and long‑term growth. “We are excited to welcome Footasylum into the Apparel Group family as we continue to diversify and strengthen our portfolio with 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. By combining Footasylum’s authentic brand identity with Apparel Group’s regional expertise, omnichannel infrastructure, and deep understanding of local market behaviour, we see a strong opportunity to deliver meaningful value to customers and partners alike. This partnership reflects our commitment to innovation, collaboration and long‑term growth in one of the world’s most vibrant retail landscapes.”
The new agreement positions Footasylum for rapid expansion across the GCC and builds on its existing international footprint through wholesale and online channels.
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