The opening of the first outlet in the Kingdom of the popular, global womenswear brand, Forever New, in partnership with Apparel Group, the trailblazing fashion conglomerate, represents a significant stride towards transforming the fashion landscape of the Middle East.

The launch of the store, located at The Avenues – Bahrain, comes on the heels of the successful launches of three Forever New stores in Kuwait and another in Qatar in 2024 plus the establishment of 10 concessions across Debenhams stores in Saudi Arabia, Bahrain, Kuwait, Qatar, and the UAE, marking a total of 15 physical locations in addition to a flourishing e-commerce presence on the online shopping platform, 6th Street since December 2023.

This expansion is a testament to the successful reception of Forever New’s unique blend of contemporary elegance, seasonal trends, and feminine silhouettes that have resonated well with the fashion-forward clientele of the region.

“The launch of Forever New at The Avenues in Bahrain marks a pivotal moment in our journey to redefine the fashion retail landscape in the Middle East,” said Neeraj Teckchandani, CEO of Apparel Group.

“This expansion reflects our commitment to bringing globally acclaimed brands closer to our customers, offering them an elevated shopping experience that blends sophistication with accessibility. We are proud to strengthen our partnership with Forever New and look forward to further enriching the region’s fashion ecosystem.”

The strategic foresight of both Apparel Group and Forever New is poised to revolutionise the regional retail landscape by offering an unparalleled shopping experience that marries global trends with local tastes. The introduction of Forever New across key locations and digital platforms signifies a commitment to accessibility, variety, and quality, ensuring that every woman in the Middle East can experience the brand’s distinct and refined style.

GO: Visit www.apparelgroup.com/en/ for more information.