UK retailer Footasylum enters Middle East market with Apparel Group

In a move that signals an evolution of its global growth strategy, leading UK-based footwear and sportswear retailer Footasylum has announced a strategic partnership with Apparel Group, the Dubai-headquartered retail conglomerate. The agreement is designed to accelerate Footasylum’s presence across the Gulf Cooperation Council (GCC), marking the brand’s first foray into physical retail outside of the United Kingdom.

Under the terms of the multi-channel agreement, the two entities will collaborate across wholesale, e-commerce, and franchise operations. The ambitious roadmap includes the opening of 40 Footasylum stores over the next five years throughout the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman. By leveraging Apparel Group’s extensive infrastructure—which includes more than 2,500 stores and a customer loyalty base of over 14 million members—Footasylum aims to introduce its unique streetwear proposition to a rapidly growing and brand-conscious demographic in the Middle East.

David Pujolar, CEO of Footasylum, described the partnership as a "major step forward" for the company. He noted that while the brand has established an international presence through digital channels, the collaboration with Apparel Group provides the operational excellence and deep market knowledge required to succeed in high-growth physical retail markets. This sentiment was echoed by Neeraj Teckchandani, CEO of Apparel Group, who highlighted that Footasylum’s youth-centric fashion focus aligns perfectly with the tastes of contemporary GCC consumers.

Founded in 2005 and acquired by Aurelius in 2022, Footasylum has built a reputation for its "hyper-local" approach and a digital-first marketing strategy that resonates with "urban style leaders" aged 16 to 24. The company’s portfolio includes global giants such as Nike and Adidas alongside successful private labels like Monterrain and Zavetti Canada.