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GMG plans to further expand the store network of brands such as The North Face and Timberland in MENA and SEA. Credit: Matthew Cabret on Unsplash.

Global lifestyle company VF is set to significantly increase its retail footprint in the Middle East and North Africa (MENA) and Southeast Asia (SEA) through a strategic partnership with retail conglomerate GMG. 

The move will see the launch of 300 new mono-brand stores up to 2028 in these regions, as reported on Zawya. 

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The expansion aims to enhance VF’s brand experience for a wider consumer base, with a particular focus on the United Arab Emirates (UAE), the Kingdom of Saudi Arabia (KSA) and Egypt. 

In SEA, GMG will introduce VF’s brands to key markets, open mono-brand stores and boost the e-commerce business for select VF brands.  

The expansion in MENA will see brands such as Vans, The North Face and Timberland grow their mono-brand presence, with The North Face making its debut in the North African market. 

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GMG deputy chairman and CEO Mohammad Baker said: “Continuing our strategic expansion and adding new markets across SEA signifies a pivotal chapter in our successful long-standing 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.” 

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VF and GMG began their partnership in 2012 with the introduction of Timberland in the Gulf Co-operation Council countries.  

The partnership now encompasses 90 mono-brand stores including Vans, The North Face and Timberland in the UAE, KSA and SEA. 

VF Corporation executive vice-president, global chief commercial officer and emerging brands president Martino Scabbia Guerrini said: “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.” 

In December 2023, VF Corp confirmed the elimination of 500 positions as part of its restructuring strategy.