British footwear and sportswear retailer Footasylum announced a strategic partnership with Apparel Group on Thursday.
The collaboration with the Dubai-based retail conglomerate is intended to advance the company’s global growth strategy, according to a statement. The agreement aims to expand Footassylum’s presence in the Gulf Cooperation Council (GCC) states. This is the first time the brand has ventured into stationary retail outside the UK.
As part of the multi-channel agreement, both companies will work together in the areas of wholesale, e-commerce and franchises. The ambitious plan includes opening 40 Footasylum stores over the next five years. The planned locations are spread across the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. By leveraging Apparel Group’s extensive infrastructure, Footasylum aims to “introduce its unique streetwear concept to a fast-growing and brand-savvy target group in the Middle East.” Apparel Group has more than 2,500 stores and a customer loyalty program with over 14 million members.
Footasylum Chief Executive Officer (CEO) David Pujolar described the partnership as a “big step forward" for the company. He emphasized that the brand already has an international presence via digital channels. However, the collaboration with the Apparel Group offers the operational excellence and in-depth market knowledge required for success in high-growth stationary retail markets. Neeraj Teckchandani, Managing Director of the Apparel Group, underlined this assessment. He highlighted that Footasylum’s focus on youth-oriented fashion fits perfectly with the tastes of today’s GCC consumers.
Footasylum was founded in 2005 and acquired by the financial investor Aurelius in 2022. The company relies on a “hyperlocal" Approach and a digital-first marketing strategy that is popular with “urban style leaders" appeals to ages 16 to 24. The range includes well-known global brands such as Nike and Adidas as well as own brands such as Monterrain and Zavetti Canada.
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