Australian fashion retailer Forever New, in partnership with UAE-headquartered Apparel Group, has opened its first store in the UAE, at Dubai Hills Mall.

The flagship store is the brand’s first in Dubai and its sixth standalone store, with other branches across Kuwait, Qatar and Bahrain. 

Forever New now has 13 physical stores in the region, along with an e-commerce presence through 6thStreet.com. 

Apparel Group said the launch reflects its mission to deliver global fashion brands across the region while strengthening Forever New’s foothold in the Gulf. 

The store brings Forever New’s occasionwear and contemporary styling to one of Dubai’s premier retail destinations. 

“The launch of Forever New at Dubai Hills Mall represents a key milestone in our vision to reshape the fashion landscape in the UAE,” said Apparel Group CEO Neeraj Teckchandani. 

“At Apparel Group, we are committed to expanding access to globally admired brands that resonate with our regional customers.”