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

GMG, a global retail conglomerate, announced on Wednesday an expanded partnership with VF Corporation to expand the presence of its brands across the Middle East and North Africa (MENA) and Southeast Asia (SEA) markets through a network of mono-brand partner stores.

Currently operating 90 mono-brand stores for VF in MENA and SEA, GMG’s vision encompasses the rollout of more than 300 stores over the next five years, and plans to drive its e-commerce business. 

In MENA, VF’s brands including Vans, The North Face, and Timberland will broaden their mono-brand footprint, with a primary focus on the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA). Additionally, VF’s brands will extend their reach into North Africa, with a strategic emphasis on Egypt, marking The North Face’s debut in this market.

“Continuing our strategic expansion and adding new markets across SEA signifies a pivotal chapter in our successful longstanding partnership with VF Corporation,” said Mohammad A. Baker, deputy chairman and CEO of GMG. 

“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 projected to reach $37.7 billion by 2027. The MENA region, fueled by a growing population and robust spending power, presents lucrative opportunities for international brands. Similarly, SEA’s retail industry is poised for substantial growth, driven by rising incomes, improving infrastructure, and a strong tourism sector.

“We are excited to enhance our long-term partnership with GMG, leveraging our combined strengths to unlock accelerated international growth opportunities for VF’s brands in the MENA and SEA regions,” added Martino Scabbia Guerrini, executive vice president, global chief commercial officer, and president of emerging brands at VF Corporation. 

“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”.