Forever 21 Rolls Out Updated Omnichannel Strategy in the Middle East

Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, today announced a new long-term partnership with Sharaf Group for Forever 21.

Through this agreement, the Sharaf Group, which has been Forever 21’s main operating partner in the Middle East for the past decade, has extended its apparel and accessories licensing rights to other product categories, including health and beauty, perfumes and the home, new territories, notably Southeast Asia and e-commerce.

As part of the renewed partnership, Forever 21 and Sharaf are also currently rolling out a regional omnichannel strategy focused on the current generation of fashion consumers. Earlier this year, Sharaf opened two new Forever 21 stores at Sahara Center and Al Ghurair Center and construction is underway at three new locations including Yas Mall, Nakheel Mall and Abu Dhabi Mall. Sharaf recently launched a brand new e-commerce destination for the UAE, www.Forever21.ae.

Yasser Sharaf, Vice President (Retail, Hospitality, Industrials and Financial Services) of Sharaf Group, said: “Forever 21 has a long-standing relationship with consumers in the Middle East and our goal is to nurture this connection by investing in and elevating the brand experience across an Omni channel ecosystem that encompasses retail stores, e-commerce and social media. We are proud of the progress we have made so far this year and look forward to working with ABG to engage the brand’s current fans and convert new ones.

Tanya J. Hill