In a strategic move that reinforces its regional retail leadership, Apparel Group, a leading fashion and lifestyle conglomerate in the region, in partnership with Forever New, the esteemed global womenswear brand, has officially opened its first store in the United Arab Emirates, located at Dubai Hills Mall.
The opening of Forever New’s flagship store in Dubai marks the brand’s debut in the UAE market and its sixth standalone store in the GCC. Forever New now operates three standalone stores in Kuwait, one in Qatar, one in Bahrain, and ten concessions across Debenhams stores in Bahrain, Kuwait, Qatar, and the UAE. With the addition of the UAE flagship, Forever New now has 13 physical locations in the region, complemented by a successful e-commerce presence through 6thStreet.com
The new store introduces shoppers to Forever New’s signature blend of feminine silhouettes, refined occasionwear, and contemporary styling—designed to inspire confidence and elevate everyday elegance. Situated in one of Dubai’s premier retail destinations, the store brings together a curated collection of wardrobe essentials, from versatile daywear to statement pieces for special occasions, all tailored to meet the needs of the modern woman.
The launch reinforces Apparel Group’s ongoing mission to deliver exceptional global fashion experiences across the region’s most dynamic shopping environments, while further strengthening Forever New’s presence in the Gulf retail landscape.
Neeraj Teckchandani, CEO of Apparel Group, stated: “The launch of Forever New at Dubai Hills Mall represents a key milestone in our vision to reshape the fashion landscape in the UAE. At Apparel Group, we are committed to expanding access to globally admired brands that resonate with our regional customers. Forever New’s arrival in Dubai signals our dedication to offering aspirational style, timeless quality, and an elevated retail experience for every woman in the Middle East.”
The introduction of Forever New in the UAE builds on the successful partnership between Apparel Group and Forever New brand, and signals a shared ambition to meet the evolving expectations of the region’s fashion-forward consumers. With a growing GCC presence and a focus on accessibility through both physical retail and digital platforms, Forever New continues to redefine modern femininity across the Middle East.
