BFL Group, Iconix International ink direct-to-retail partnership across GCC, Lebanon, and Malta
Off-price retailer BFL Group and Iconix International have inked a multi-brand direct-to-retail (DTR) agreement.
The new partnership spans the Gulf Cooperation Council (GCC) countries, as well as Lebanon and Malta, and brings a portfolio of iconic American brands into the region for the first time under BFL Group's retail umbrella.
The agreement covers several names, including Rocawear, Ocean Pacific, London Fog, Material Girl, Mudd, Joe Boxer, and Danskin, offering a wide assortment across apparel, footwear, bags, luggage, fashion accessories, health and beauty products, and more.
'We are thrilled to partner with Iconix International and bring these incredible brands to the GCC,' said Toufic Kreidieh, joint founder of BFL Group.
'This partnership not only expands our product offering but also aligns with our mission to provide regional customers with world-class, diverse fashion choices. We look forward to seeing these iconic brands thrive in the GCC market and meet the demand for high-quality, stylish products.'
The launch reflects BFL Group's ongoing growth, following its recently announced strategic agreement with global off-price retail giant The TJX Companies, Inc. Through this new collaboration with Iconix, BFL Group will leverage the potential of these brands to meet the growing appetite for premium international fashion and lifestyle products in the GCC and beyond.
'We are excited about this partnership with BFL Group and the tremendous growth potential in the GCC region,' added Daisy Laramy-Binks, MD EMEA at Iconix International. 'These brands resonate deeply with consumers worldwide, and we are confident that they will be a huge success in the Middle East, offering a mix of heritage, innovation, and fashion-forward design."
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Fashion Network
an hour ago
- Fashion Network
Tommy Hilfiger joins Cadillac Formula 1 team as official apparel partner
has announced a multi-year partnership with the Cadillac Formula 1 Team, becoming the team's official apparel partner and lifestyle sponsor. The partnership coincides with Cadillac Formula 1 Team's entry into the sport, following its final approval in March 2025 to join the grid for the 2026 Formula 1 World Championship. The team, formed by TWG Motorsports and General Motors, will be the first new addition since 2016. The partnership will see Tommy Hilfiger's signature design language woven into the fabric of the Cadillac Formula 1 Team's identity. The brand's logo will appear on race cars, driver suits, and helmets, while team kits and an exclusive line of fanwear will launch as well. 'Two icons. One vision. A bold new era of American motorsport,' said Tommy Hilfiger. 'We're proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share a vision to honor the heritage of F1 while pushing it forward — celebrating where we come from, and reimagining where we can go. As the sport's presence around the globe continues to soar, there's never been a better time to dream big, and show the world what an American team can bring to the grid.' Tommy Hilfiger's connection to Formula 1 runs deep. From sponsoring teams like Lotus, Ferrari, and Mercedes-AMG to collaborating with Sir Lewis Hamilton, the brand continues its legacy of bold collaborations across entertainment and sport. Most recently, the brand collaborated with F1 The Movie with the launch of The APXGP Collection, fronted by Brand Ambassador Damson Idris. Hilfiger also supports F1 Academy and rising star Alba Larsen. 'From the very beginning, entertainment and sport have been part of our brand's heritage,' said Lea Rytz Goldman, global brand president, Tommy Hilfiger. 'By doubling down in motorsport, we are excited to present a fresh expression of what's possible when fashion evolves at the speed of pop culture. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1.' Dan Towriss, CEO of Cadillac Formula 1 Team, added: 'Tommy Hilfiger is an American original, and we're proud to welcome them as our first official partner. This collaboration represents the fusion of two bold, innovative brands—where performance meets iconic style. As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what's ahead.'
Fashion Network
an hour ago
- Fashion Network
Bottega Veneta celebrates 50 years of its woven leather signature with a poetic campaign
Italian luxury brand Bottega Veneta is marking the 50th anniversary of intrecciato (meaning 'woven' in Italian), the leather technique that has become its signature. To celebrate five decades of artisanal excellence, the Italian label, part of the Kering luxury group, has launched a striking new campaign titled 'Craft is Our Language.' The visuals feature a series of moving hands—intertwined and interlaced like leather strips—alongside notable personalities. The story of intrecciato dates back to the 1970s when Renzo Zengiaro, the craftsman behind Bottega Veneta, introduced the weaving technique. He co-founded the house in Vicenza in 1966 with Michele Taddei. Their technique and design quickly became a reference in luxury leather goods. At the time, leather in the Veneto region—better known for ready-to-wear—was especially thin, suitable for weaving and commonly used in gloves and shoes. Zengiaro's idea was to use wider leather strips to create bags using his very own developed method. However, success came slowly. Years later, Zengiaro recalled that buyers in Paris rejected his woven leather bags, claiming they looked too much like summer straw bags. The brand halted production, kept only a few samples, and offered them to the Japanese and American markets. Customers in those regions quickly drove up demand, laying the foundation for what ultimately became Bottega Veneta's hallmark. Since then, intrecciato has been reinterpreted in numerous ways by the brand's various creative directors—across apparel, materials, and even oversized weaves. The technique has been used to craft highly coveted accessories, often widely copied. It quickly became a staple in all product categories, from jewelry and furniture to ready-to-wear. Yet the brand's new campaign barely shows its bags or products. Instead, it highlights creativity, craftsmanship, and human connection. This focus explains the use of hands—literally forming a language—as illustrated in a well-known book by Italian designer Bruno Munari. Bottega Veneta honors him through this project. The anniversary campaign 'views intrecciato not just as a technique, but as a metaphor. The interwoven leather strips, which over time became the house's hallmark, represent the bond that links individuals. It symbolizes sharing, transmission, and the collective spirit that drives Bottega Veneta's philosophy,' the house explained in a statement. Shot by photographer Jack Davison and choreographed by Lenio Kaklea, 'Craft is Our Language' is built around a series of portraits paired with images of hands. The selected figures come from the worlds of art, film, fashion, literature, music, and sport. The lineup starts with actress Lauren Hutton, who carried a Bottega Veneta woven clutch in Paul Schrader's 1980 film American Gigolo and walked the runway in 2016 for the brand's 50th anniversary wearing a modernized version of the same piece. Others featured in the campaign include designer Edward Buchanan—who served as Bottega Veneta's first ready-to-wear creative director from 1995 to 2000—Italian filmmaker Dario Argento, actress Julianne Moore, poet and sculptor Barbara Chase-Riboud, singer-songwriter Neneh Cherry, and novelist Zadie Smith.
Fashion Network
an hour ago
- Fashion Network
Textile reconditioning: Reekom raises 4.5 million euros to open mechanized center in Seine-Saint-Denis
Specializing in the processing and remarketing of products on behalf of third parties, Reekom has announced the raising of 4.5 million euros to open a 3,500 square meter mechanized industrial center in La Courneuve (Seine-Saint-Denis). This will triple the company's processing capacity to 100,000 units per month by 2028. This round of financing was led by business angels including Alexandre Cadain (Alpha Star), Clément Alteresco and Benjamin Bouquet (Morning), as well as Super Capital and Kimpa. Founded and managed by Guillaume Perret du Cray, Reekom operates in the ready-to-wear, footwear, and leather goods sectors, as well as in furniture and decoration. At a rate of 30,000 items per month, Reekom takes care of checking, cleaning, ironing and repairing products. The products are also photographed before being put back on sale. To date, this service has led the group to work for BonneGueule, Paradigme, Camif and Veepee. "We want to show that re-commerce can be profitable because it's the only way to structure this sector," explained Guillaume Perret du Cray. "Our vision is based on three pillars: circular economy, industrial efficiency, and territorial anchoring. We place people at the heart of our approach, particularly by collaborating with associations working to reintegrate people who are far from employment." A former employee of Veepee and Unilever, the company's CEO is planning to open recycling centers in Spain, Italy, Germany, and Eastern Europe. He also mentions the possibility of eventually following his customer brands into the American and Asian markets. Launched in 2022, Reekom intends to strengthen its teams in the meantime. Eleven new recruits are expected between now and the end of the year. They include dressmakers, textile engineers, and other operational profiles, who will bring the company's workforce to around thirty.
