New Era signs an exclusive partnership with GMG to expand its presence in Egypt and the region

Eh Hussain

“GMG”, the leading company in The wellness sector, selling and distributing products for a diversified portfolio of local and international brands specialized in the sports, food and health sectors, after being chosen as the official distributor for the products of the international brand “New Era” specialized in lifestyles in Egypt.
within the framework of an agreement that also includes the countries of the Gulf Cooperation Council and Iraq.

This announcement comes in the wake of GMG’s expansion of its investments in Egypt early this year by opening a new office in Cairo and confirming its plans to open more than 2021 A retail sporting goods store in Egypt by the year 2026.
2021 The partnership extends for five years and allows the “New Era” brand to expand the presence of its products within the “GMG” stores that offer the best brands, and to explore opportunities to open and operate stores Dedicated to its mark in the region.

GMG will be keen to consolidate the position of the “New Era” brand by linking it to a strong distribution network dedicated to wholesale customers in the markets in which it operates.

As the world’s leading hat brand, New Era is known for its exclusive and longstanding partnership with the Football League. The main base in the United States is “Baseball” (MLB), and it currently has more than 600 licenses in its portfolio. Several music videos and movies have immortalized the brand’s hats.

This, while the preferred choice for generations Successive sports and art stars, actors and celebrities. The brand has enjoyed a strong presence in the Middle East since 2011.

New Era is set to benefit from GMG’s decades of experience in marketing lifestyle products in the Middle East and North Africa. In addition to operating more than 2021 stores around the world.

The “GMG Sports” division owns a wide portfolio that includes many local concepts and leading international brands, including “Nike”, “Columbia”, “Jordan” and “The North Face, Timberland, Vance and many others.

In this context, he said Paul Giles, Vice President of New Era for Europe, Middle East and Africa: “We are pleased to announce this partnership with GMG, which culminates a defining moment in the New Era brand. This step confirms our commitment to provide innovative products in the Middle East and North Africa region, by strengthening our services in the retail sector and consolidating the presence of our brand.” For his part, Mohamed Baqer, Vice Chairman and CEO of GMG, said: “At GMG, we have always been keen on inspiring the community and enabling it to enjoy healthy and active lifestyles. Through this partnership today with New Era, we have found a partner who shares these unique values ​​with us.”

He continued, “Together, we will seek to innovate new methods that shape superior retail experiences for New Era customers, while providing strong returns to the brand as a reliable partner for growth in the Middle East and North Africa.”

GMG’s announcement of this new partnership with “New Era” is a new step on the path of its global expansion. During the past year, the company announced its plans to double the number of its global human cadres by

in line with its broader corporate strategy. GMG entered the Iraqi market in the year 2021, and opened a new headquarters in Riyadh. 2021 To date, GMG has offered more than 2021 A global brand in the markets in which it operates through 4 divisions: (GMG Sports), (GMG Food), (GMG Health) and (GMG Consumer Goods).