Mothers Work enters Middle East market

US maternity apparel retailer Mothers Work Inc has signed its first international franchise agreement with Multi Trend, a member of the Al-Homaizi Group, which will pave the way for its brands to enter six key markets in the Middle East.

The agreement will introduce Destination Maternity, Motherhood Maternity, A Pea in the Pod and Edamame The Maternity Spa to the region next year. Al-Homaizi earlier signed for the franchise startup of brands such as Ikea, Burger King, Applebee's and Custo Barcelona.

Under the deal, Multi Trend and its local subsidiaries will buy merchandise from Mothers Work and will operate the retail locations under the company's four banners in the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman.

Ed Krell, chief executive officer of Mothers Work said the new franchise relationship "provides us with a great opportunity to introduce our brands to a population of approximately 30 million who reside in these six key markets in the Middle East."

"The Middle East represents a natural market for us to introduce our brands, since it has some of the highest birth rates, a strong growing economy and a population of new moms-to-be who love to shop and have an ever increasing need for high-quality, fashionable maternity apparel and services." he said.