28-04-2025
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."
