Frederick's of Hollywood, one of the world's most well known women apparel brands, has officially opened its flagship store at Mushrif Mall in Abu Dhabi.

The famous Hollywood brand had recently entered into an exclusive multi-year licensing agreement with Safeer Establishment, a subsidiary of Emirates Associated Business Group (EABG), to open at least 10 stores across the Middle East region in the next three years.

The new 3,500 sq ft boutique boasts of a royal shopping environment fit for the high-end clientele. Gleaming white tile floors, sleek black and white leather accents and, of course, hints of red carpet create a modern, sophisticated and glamorous customer experience, said a EABG statement.

Celebrity designed corsets, provided by Frederick's of Hollywood, from starlets such as Halle Berry, Dita Von Teese and Scarlett Johansson are on display bringing the allure of Hollywood to this world renowned shopping destination.

Product categories available to the Abu Dhabi customer will include lingerie, swimwear and ready-to-wear, with trends focused on bright colors and classic silhouettes such as long satin gowns, chemises and babydolls, it added.

Frederick's of Hollywood, which boasts of 123 specialty retail stores in US, said opening locations in Middle Eastern countries was an exciting first step the brand in its strategy to extend customer reach to new parts of the world.

Speaking at the launch, Thomas J. Lynch, chairman and CEO said, 'Frederick's of Hollywood has brought so many firsts to the lingerie industry and we are excited to add another to our legacy with the opening of our first international flagship location here in Abu Dhabi.'

'Safeer Establishment's ability to translate the glamour of Hollywood and our brand to the Middle Eastern market in the form of this amazing flagship location has been unparalleled,' he added.
 
Raid Abu Hudra, chief executive officer said Safeer is dedicated and committed to the success of Frederick's of Hollywood, and is working hand-in-hand with the company's team in the US in order to achieve the goals set for this expansion.-TradeArabia News Service