Apparel Group has announced a further expansion of its womenswear offering, as the company builds out the presence of Australian brand Forever New across Gulf markets.
The retailer said the move forms part of its strategy to introduce more globally recognised, contemporary labels to regional shoppers, as demand rises for international fashion with premium appeal.
Founded in Melbourne, Forever New is recognised for its modern, feminine aesthetic, with collections spanning occasion wear, everyday looks and statement pieces. The label places emphasis on refined cuts, soft detailing and pieces designed for women “and the moments that matter most to her”.
Its continued rollout in the Gulf reflects the appetite among consumers for accessible luxury-style fashion that blends current trends with classic design, while offering versatile wardrobe choices.
“Forever New is a brand that truly understands today’s woman and her lifestyle. Its focus on modern femininity, quality, and wearable elegance makes it a strong addition to our portfolio. We see immense potential for the brand in the region, where fashion-conscious consumers are constantly looking for styles that feel both aspirational and relevant,” said Mr. Neeraj Teckchandani, CEO of Apparel Group.
The brand’s leadership credited its partnership with Apparel Group for helping to accelerate regional growth.
“Our partnership with Apparel Group has been instrumental in Forever New’s growth across the Gulf. Their deep understanding of the regional consumer, strong retail expertise, and proven track record in building global fashion brands have enabled us to scale thoughtfully and successfully in the market. Together, we are focused on expanding Forever New’s footprint across the GCC, delivering elevated retail experiences and collections that resonate with women in the region,” said Mr. Dipendra Goenka, Founder & CEO of Forever New.
As part of the latest rollout, Forever New has opened three new stores this month. Two locations launched on the same day in Bahrain, at City Centre Bahrain and Marassi Galleria Mall — alongside a new store earlier in the month at Reem Mall, Abu Dhabi.
Further openings are planned, with four additional stores set to launch next month at The Galleria, Abu Dhabi; Palm Jumeirah, Dubai; Mall of Qatar, Qatar; and Riyadh Park, Saudi Arabia.
By the end of 2026, Forever New is expected to operate 17 stores across the region, marking a clear statement of long-term ambition in partnership with Apparel Group.
