Footasylum partners with Apparel Group to launch 40 stores across Gulf Region

UK footwear and sportswear retailer Footasylum has entered into a strategic partnership with Dubai-based Apparel Group covering wholesale, e-commerce and franchise operations, with plans to open up to 40 stores across the Gulf region over the next five years.

The agreement is set to accelerate Footasylum’s expansion across the Gulf Cooperation Council (GCC), which includes the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. Under the partnership, Footasylum will leverage Apparel Group’s extensive regional retail network, technology platforms and established customer base to build its presence in the market.

Footasylum chief executive David Pujolar said the partnership represents a significant milestone in the company’s international growth strategy. He said the retailer has been steadily expanding its international footprint through wholesale and e-commerce in recent years, and that the agreement would materially accelerate its momentum in the Gulf. Pujolar added that the partnership would also mark Footasylum’s first entry into physical retail outside the UK, supported by a partner with strong market knowledge and operational capabilities.

Pujolar said the deal provides Footasylum with 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 members of Apparel Group’s loyalty programme.

Dan Moneypenny, vice-president of international at Footasylum, said the partnership would allow the brand to introduce its streetwear and sportswear offer to a much broader audience across the region. He added that Apparel Group is well placed to support the next phase of Footasylum’s international expansion.

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 expertise in brand development, retail technology, store design and mall partnerships is expected to underpin Footasylum’s regional rollout.

Apparel Group chief executive Neeraj Teckchandani said the company was strengthening and diversifying its brand portfolio with labels that resonate with digitally connected and culturally driven consumers. He said Footasylum’s positioning in streetwear and youth-focused fashion aligns closely with consumer demand across the GCC, and that combining Footasylum’s brand identity with Apparel Group’s regional expertise and omnichannel infrastructure presents a strong opportunity for long-term growth.

The announcement follows Footasylum’s recent agreement with Cologne-based sales agency Mad Agency to expand the distribution of its brands, including Alessandro, Alpyrex, Authorized, Celebre, Dripmade, Forena, Metissier, Monterrain and Zavetti Canada, across Germany, Austria and Switzerland, as the retailer continues to push into markets beyond the UK.