Mothers Work to Expand in Middle East

Philadelphia Mothers Work announced Monday it plans to expand into six key markets in the Middle East.

The company entered into its first international franchise agreement with Multi Trend, a member of the Al-Homaizi Group, to introduce its Destination Maternity, Motherhood Maternity, A Pea in the Pod, and Edamame The Maternity Spa brands into the Middle East. The multi-year agreement includes the following markets: the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman.

“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,” said Ed Krell, CEO, Mothers Work.

Multi Trend will exclusively purchase merchandise from Mothers Work or suppliers designated by Mothers Work. Additional terms of the agreement were not disclosed.

The first Mothers Work branded retail locations in the Middle East are expected to open during 2009.