VF Corporation to launch over 300 mono-brand stores in MENA and SEA

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VF Corporation to launch over 300: GMG, a global retail conglomerate, made an announcement on Wednesday regarding an expanded partnership with VF Corporation aimed at amplifying the presence of its brands across the Middle East and North Africa (MENA) as well as Southeast Asia (SEA) markets through a network of mono-brand partner stores.

At present, GMG operates 90 mono-brand stores for VF in MENA and SEA. However, the company’s vision extends beyond this, with plans to roll out more than 300 stores over the next five years, alongside initiatives to bolster its e-commerce business.

In the MENA region, VF’s renowned brands such as Vans, The North Face, and Timberland will witness an expansion of their mono-brand footprint, with a primary focus on key markets like the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA). Furthermore, VF’s brands are set to penetrate deeper into North Africa, with a strategic emphasis on Egypt, marking The North Face’s debut in this promising market.

Mohammad A. Baker, Deputy Chairman, and CEO of GMG expressed optimism about the partnership, stating, “Continuing our strategic expansion and adding new markets across SEA signifies a pivotal chapter in our successful longstanding partnership with VF Corporation. Aligned with our shared vision, commitment to exceptional consumer experiences, and the empowerment of active lifestyles, we anticipate continued achievements on this transformative journey together.”

The global retail market, valued at $28.3 billion in 2023, is forecasted to reach $37.7 billion by 2027. With a burgeoning population and robust spending power, the MENA region presents lucrative opportunities for international brands. Similarly, SEA’s retail industry is poised for significant growth, buoyed by increasing incomes, improving infrastructure, and a thriving tourism sector.

Martino Scabbia Guerrini, Executive Vice President, Global Chief Commercial Officer, and President of Emerging Brands at VF Corporation, expressed excitement about the enhanced partnership with GMG, emphasizing the collaboration’s potential to unlock accelerated international growth opportunities for VF’s brands in the MENA and SEA regions.

“The enhanced partnership will contribute to driving our brand’s regional marketplace strategies, deliver innovative solutions that elevate our go-to-market approach, and strengthen our presence in the region, allowing us to better serve local consumers’ needs,” Guerrini added.

Emily Mitchell

Emily's passion for fashion journalism and her keen eye for runway trends make her the ultimate source for the latest fashion news and exclusive insights into the glamorous world of catwalks.

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