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Forever 21 launches new regional strategy

Refreshed omnichannel outreach across Middle East in partnership with Dubai’s Sharaf Group


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

Sharaf Group, which has been Forever 21’s operating partner in the Middle East for more than 10 years, has expanded its licensing rights from apparel and accessories to additional product categories including health and beauty, fragrance, and home, as well as to new territories and channels including Southeast Asia and e-commerce.

Forever 21 and Sharaf are also rolling out a regional omnichannel strategy focused on the new generation of fashion consumers. Earlier in 2021, Sharaf opened two new Forever 21 stores at Sahara Center and Al Ghurair Center and construction is under way at three new locations.

Sharaf also launched an e-commerce destination for the UAE,