BFL Group & Iconix International Announce Multi-Brand DTR Rollout Across the GCC, Lebanon and Malta.

BFL Group, the region’s leading off-price retailer of fashion, homeware and toys and Iconix International, a global brand management company, have announced the launch of a multi-brand Direct-to-Retail (DTR) agreement in the Gulf Cooperation Council (GCC) region which extends into Lebanon and Malta. This groundbreaking partnership includes iconic brands ROCAWEAR, OCEAN PACIFIC, LONDON FOG, MATERIAL GIRL, MUDD, JOE BOXER AND DANSKIN, the latter for the homewares category.

The collaboration marks a major milestone in BFL Group’s commitment to bringing world-renowned brands to the GCC market, further expanding its portfolio to meet the growing demand for high-quality fashion, footwear, accessories, and lifestyle products. The brands covered in this agreement will span a diverse range of categories, including apparel, footwear, bags, luggage, fashion accessories, and health & beauty.

Key Brands in the Partnership:

• Rocawear – Launched in 1999 by original cofounder Shawn “Jay-Z” Carter, Rocawear is for those who move different, think bigger, and wear their ambition. Every piece channels the energy and attitude of the streets and unmistakable edge.
• Ocean Pacific – Born from the waves and free spirit of 1970s California, Ocean Pacific has been a symbol of surf culture and effortless coastal cool for decades and today remains synonymous with the world of relaxed beach lifestyle.
• London Fog – Born in the heart of Baltimore in 1923, London Fog has defined classic American outerwear for over a century. As Hollywood icons and everyday adventurers alike embraced the brand’s signature trench coats, London Fog became synonymous with effortless sophistication. Today, London Fog continues to blend heritage with modernity—designed to withstand the elements, tailored for every occasion. More than a coat, it’s a statement and a global lifestyle.

• Material Girl – Originally founded by Madonna and her daughter Lourdes Leon, Material Girl draws inspiration from celebrity ‘IT’ girls’ boundary-pushing, eclectic and confident aesthetics. The brand became known for its street-style looks that appeal to a generation of fashion-forward, unstoppable women who know their worth, know what they want and aren’t afraid to go get it.

• Mudd – A trend-driven campus casualwear brand, Mudd is a true Americana hype label which offers effortless, relaxed looks loved by community-orientated, independent individuals who want to make a difference and truly live by this day to day.

• Joe Boxer – A playful and whimsical brand, Joe Boxer makes everyday essentials a statement and unmentionables worth mentioning. Bursting with eye-popping prints, unexpected details, seriously comfy fabrics and a vibe that’s anything but basic, Joe Boxer underwear, sleepwear and swimwear delivers next-level comfort with a side of attitude. Whether you’re lounging, laughing, or living it up, Joe Boxer has you covered – literally.
• Danskin – A global heritage athleisure brand founded in 1882 with true dance heritage that has made a rapid impact on the international market via its ‘fit and flatter’ products that take consumers from home comfort to the yoga studio, whilst providing a whole lifestyle product universe to support its fans’ holistic wellness.

BFL Group, which recently announced a strategic agreement with global off-price retailer of apparel and home fashions The TJX Companies, Inc., will work with Iconix International, leveraging this new partnership to tap into the immense potential of these iconic brands and provide regional consumers with the latest in international fashion and lifestyle products.

A Wide Range of Categories for All Consumers

From stylish apparel and trendy footwear to essential health and beauty products, the partnership will cater to the varied tastes and needs of the GCC consumer. The agreement also includes bags, luggage, homewares, back to school and fashion accessories, offering a complete lifestyle experience for individuals of all ages and backgrounds.

“We are thrilled to partner with Iconix International and bring these incredible brands to the GCC,” said Toufic Kreidieh, Joint Founder of BFL Group. “This partnership not only expands our product offering but also aligns with our mission to provide regional customers with world-class, diverse fashion choices. We look forward to seeing these iconic brands thrive in the GCC market and meet the demand for high-quality, stylish products.”

“We are excited about this partnership with BFL Group and the tremendous growth potential in the GCC region,” said Daisy Laramy-Binks, MD EMEA at Iconix International. “These brands resonate deeply with consumers worldwide, and we are confident that they will be a huge success in the Middle East, offering a mix of heritage, innovation, and fashion-forward design.”