Aftershock London announces internatio​nal expansion

British womenswear brand Aftershock London has signed a multi-territory agreement with Al Hokair Group to expand the brand into international markets. The Al Hokair Group, which operates franchises for retail chains including

Zara, Gap, Monsoon and Miss Selfridge, intends to open 120 Aftershock London stores over the next five years with the first planned for later this year.

Established 20 years ago, Aftershock London has become known for its embellished womenswear and eveningwear, and while the franchise stores will be based on the core range, the brand confirmed plans to work closely with Al Hokair to build ‘appropriate collections for their international markets’.

Hiro Harjani, chairman of Aftershock London, said: “Al Hokair is a world class partner and offers local expertise, capability and international franchise experience that will enable rapid and sustained growth for our brand.”

Simon Marshall, chief executive officer of Fawaz Abdulaziz Al Hokair & Co added: “We’re thrilled and excited to be partnering with Aftershock London, which has the fashion expertise and the brand equity to become a leading player both in the Middle East, North Africa, the U.S. and other markets globally.

“Aftershock London will be a terrific enhancement to our portfolio of international brands and has the potential to become one of the leading boutique fashion brands worldwide.”

Aftershock London’s started its franchise programme in 2003 and currently has stores in Italy, Slovakia, Albania, Ghana, Egypt, Azerbaijan, Lebanon, United Arab Emirates, Qatar and Saudi Arabia. The brand’s flagship store is located on South Molton Street London.