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

Through the agreement, Sharaf Group, which has been Forever 21’s core operating partner in the Middle East for the last decade, has expanded its licensing rights from apparel and accessories to additional product categories including health and beauty, fragrance and home, new territories including Southeast Asia and ecommerce.

As part of the renewed partnership Forever 21 and Sharaf are also currently rolling out a regional omni-channel strategy focused on today’s generation of fashion consumers. Earlier this year, Sharaf opened two new Forever 21 stores at Sahara Centre and Al Ghurair Centre and construction is underway at three new locations, including the Yas Mall, Nakheel Mall and Abu Dhabi Mall. Sharaf recently launched an all-new ecommerce destination for the UAE,

Yasser Sharaf, Vice President (Retail, Hospitality, Industry and financial services), Sharaf Group said: “Forever 21 has a longstanding relationship with Middle Eastern consumers and our goal is to nurture that connection by investing in and elevating the brand experience across an Omni channel ecosystem that encompasses retail stores, ecommerce and social media. We are proud of the headway we have made so far this year and look forward to collaborating with ABG to engage current brand fans and convert new ones.”