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NexCen Opens Middle East Shoebox

The new Kuwait location a part of a larger push to get the brand into that region.

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NexCen Brands, Inc. announced on Monday the opening of the first Shoebox New York franchised store in the Middle East. The store is in 360° Mall in South Surra, Kuwait.
 
The store came out of an agreement NexCen signed with developer Khalid Al-Mutawa in February. The agreement stipulates the opening of three Shoebox franchises over a 10-year period.
 
Al-Mutawa also owns the development rights to another NexCen store, TAF, in Kuwait, Jordan and Egypt. TAF, formerly known as The Athlete’s Foot, has opened up 11 stores in Kuwait since 1997 under Al-Mutawa’s guidance.
 
The Shoebox opening marks NexCen’s continuing push to develop more stores in the Middle East in Africa. Last month, the company opened a TAF store in Botswana, with plans for more stores in that region over the next decade.
 
“We continue to leverage our franchise development model by cross-selling our brands to proven master developers, like Khalid Al-Mutawa,” NexCen CEO Kenneth Hall said in a statement. “The opening of the first Shoebox New York location in the Middle East demonstrates the effectiveness of our strategy.”