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NexCen Opens TAF in Beirut

Franchise formerly known as The Athlete’s Foot expands in the Middle East.

NexCen Brands Inc. today bowed Lebanon’s first franchised TAF, formerly known as The Athlete’s Foot, in Beirut’s Habtoor Grand Mall.
 
The store opening marks a push by NexCen, which acquired TAF in November 2006 and launched a global rebranding initiative of the retailer the following year, to expand TAF’s presence in the Middle East.
 
“We are continuing to expand our retail and franchised brands into new international markets,” said Kenneth Hall, CEO of NexCen. “We are very pleased to strengthen TAF’s presence in the Middle East through this new [store].”
 
TAF franchised stores operate in more than 30 countries, and Khalid Al-Mutawa, who owns TAF development rights in Kuwait, Jordan and Egypt, has overseen 11 other shop openings in Kuwait since 1997.

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