The company delivered a strong retail plan and pledged that in 2010 it will open 14 FIFA Official Stores in four key regions in the Middle East and North Africa: Kingdom of Saudi Arabia; Egypt; Lebanon, Syria and Jordan; and the GCC (United Arab Emirates, Kuwait, Bahrain, Oman and Qatar). In addition, a number of 2010 FIFA World Cup™ Official Event ‘Shop in Shops’ will be opened across the Middle East during the FIFA World Cup™ period this year.
Fawaz Alhokair and Company (JSC) is currently responsible for approximately 70 international fashion brands across the Middle East and employs over 4,000 people in this sector. The company, which turns over SR2bn a year, will be opening three FIFA Official Flagship Stores in 2010. Riyadh will be the first place in the world to have a FIFA Official Flagship Store and further FIFA Official Flagship Stores will follow in the Middle East and North Africa over the next four years.
These will be exceptional retail spaces, all over 1,000m² and set in prime retail locations. The FIFA Official Flagship Store retail experience aims to connect fans around the world to FIFA’s rich heritage reflecting the dynamism of football since 1904. The FIFA Official Flagship Store experience promises fans an innovative and entertaining in-store football experience. The stores will stock Official FIFA Collections, event merchandise and products from FIFA Commercial Affiliates. FIFA Collections is FIFA’s football lifestyle apparel and accessories range designed with a unique signature fusing football, fashion and culture.
Alongside the FIFA Official Flagship Stores, the group will open a significant number of additional stand alone stores, and these will be in the format of freestanding stores. The stand alone stores will range in size from 75m2 upwards and they will be located in prime shopping malls.
Simon Hawkins, SVP & GM, FIFA & Football Business Unit, Global Brands Group, said:
“It’s a very exciting time for us. Since we signed our agreement with FIFA, we have been working closely with them and are delighted to confirm Fawaz Alhokair and Company as our partner for this phase of our retail programme roll-out. It is a testament to the power of the FIFA brand that we have signed a deal with a retail partner of such magnitude. We are confident in the Fawaz Alhokair and Company’s ability to fulfil the aggressive roll-out plan the company has presented to us. This plan will guarantee that football fans in the Middle East region can continue to engage with the FIFA brand long after the 2010 FIFA World Cup™ finishes in July this year.”
Thierry Weil, FIFA Director Marketing Division, said: “We are pleased about the conclusion of the agreement between Fawaz Alhokair and Company (JSC) and Global Brands Group, which will develop the FIFA Brand retail business within the Middle East region. This assignment is important for the development of the FIFA Brand and ensures that FIFA merchandise reaches as wide an audience as possible.”
The agreement with Global Brands Group is endorsed by Chairman, Dr. Fawaz A.Alhohair and the CEO of the Fawaz Alhokair and Company (JSC), Mr. Simon Marshall.
Fawaz A.Alhokair, Fawaz Alhokair Group Chairman commented: “This agreement is an important strategic development for our group, as we seek to expand our presence in the sports sector. We are proud to host the global launch of FIFA Official Flagship Stores in our country. A separate business unit will be established within our company to ensure dedicated resource is given to our partnerhip with Global Brands Group.”
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