What: Boohoo partners with Kuwait’s Alshaya to grow Debenhams in the Middle East.

Why is it important: The Debenhams brand has been popular in the region so this is a great opportunity to develop both Debenhams and Boohoo.

Alshaya, a franchise operator which runs Debenhams stores in shopping malls, will have exclusive rights to operate the stores and a local e-commerce platform in Kuwait, Saudi Arabia, the United Arab Emirates, Bahrain, Egypt, Oman and Qatar.

Boohoo’s says it seeks to work with strategic wholesale partners in key regions to extend its reach. The Alshaya partnership will see Boohoo brands in Debenhams stores from the fourth quarter of 2021 and on a new local online platform across the Middle East from early 2022.

Boohoo Partners With Kuwait’s Alshaya To Grow Debenhams in Middle East