Sun & Sand Sports L.L.C, a division of the Gulf Marketing Group, announced the impending launch of a new retail partnership in the Middle East with The North Face.

Sun & Sand said it's the largest multi-gender retailer & wholesaler in the Middle East with over 80 stores.

“The North Face is a globally recognised outdoor brand that is a powerful addition to the current brand portfolio that Sun and Sand Sports offers. It re-enforces the commitment of Sun and Sand Sports to represent the most premium and sought after brands,” said Marvin Shaire, CEO of Gulf Marketing Group.

Sun & Sand Sports stores said it has adopted The North Face shop-in-shop concepts within its retail network across the region. These  in-store micro-environments, designed to celebrate the brand's heritage of outdoor adventure and to inspire customers to Never Stop Exploring, can now be found in all major Sun & Sand Sports stores in the UAE like the Dubai Festival City, Deira City Centre, IBN Battuta, Marina Mall in Abu Dhabi, Doha City Centre in Doha and Bahrain City Centre in Bahrain.

In the Kingdom of Saudi Arabia, The North Face shop-in-shops can be found in Mall of Dehran, Dammam, and Mall of Arabia, Jeddah; the two most upcoming shopping centre's in the KSA. This in turn clearly depicts the dominance of Sun and Sand Sports in the Outdoor category as well.

Vishal Bhatia, Marketing Manager of Sun and Sand Sports remarked, “With its rich heritage and global perception, Sun and Sand Sports look forward to building the brand awareness of The North Face® in the Middle East.”

The first The North Face flagship store in the region will be located within the imminent project of MAF Properties- the new Mirdiff City Centre in Dubai & will be due for opening in 2010. The new store will incorporate a retail design scheme featuring a blend of nature and innovation, with a contemporary, industrial feel. It will launch with a selection of products from The North Face spring 2010 collection.