Elite Brands, a subsidiary of the Al Homaizi Group, has announced the signing of a franchise agreement for the Middle East expansion of the legacy British sportswear store Lillywhites.

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 with three retail stores to be launched in the last week of August, a statement said.

The brand’s 20,000 sq ft flagship store will be located in The Avenues Mall and will be one of Kuwait’s largest footwear outlets with dedicated sections for the racquets, home gyms and football.  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, it said.

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.” – TradeArabia News Service