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UK’s Lillywhites makes Middle East debut with elite brands

Elite Brands for General Trading (a member of the Al Homaizi Group), one of Kuwait’s leading retail companies, announced that it has signed a franchise agreement for the Middle East expansion of the legacy British sportswear store Lillywhites, the largest sports store in the world.

With a flagship store in Piccadilly UK, Lillywhites is one of London’s most famous shopping outlet and is also the oldest sports store in the world established in 1863.

Lillywhites will make its Middle East debut in Kuwait through three retail stores to be launched in the last week of August. The stores are geographically distributed in key locations across the country, while the brand’s 20,000 square foot flagship store will be located in Kuwait’s shopping landmark The Avenues Mall and will be one of the Kuwait’s largest footwear outlets with dedicated sections for the racquets, home gyms and football. Following the Kuwait launch, Elite Brands will drive the Lillywhites Middle East expansion by opening stores in other countries across the Middle East.

Al Homaizi Group Vice Chairman Saleh Al Homaizi said, “Customers in Kuwait will soon experience first hand a store loved by UK customers and visitors from across the world for over 150 years. We are thrilled about being selected as the chosen partners in the Middle East and look forward to a long partnership with Lillywhites.”

Lillywhites CEO Dave Forsey said, “We’ve chosen Elite Brands as our partners to drive our expansion into the Middle East market for their track record in managing and growing sports stores, and for their commitment towards customer service. We look forward to growing the Lillywhites brand with Elite Brands”.

Lillywhites’ will be carrying international brands in their outlets that cater to both sports enthusiasts as well as those who lean towards a more casual lifestyle. Among the brands that will be carried in the outlets are: Nike, Adidas, Puma, Reebok, EA7, Speedo, Everlast, Giant, Trek, Head, Dunlop, Spalding, Mikasa, Skilz and Ketler.

Lillywhites is still the UK’s oldest, finest and the world’s largest sports store. With almost 150 years of experience, Lillywhites offers premium sports equipment, trainers and sports wear. Lillywhites is the world’s number one destination for sporting goods and attracts celebrities and tourists alike.

Elite Brands for General Trading, a member of the Al Homaizi Group is a Kuwait-based sports retailer. Elite Brands also operates Sports Box and Sports Direct, two sports brands catering to different market segments.

For media inquiries, please contact:
Ashlina Davidson – Bensirri PR – 965 97274488