GMG announces strategic expansion into Iraq

November 29, 2021

  • The UAE-based conglomerate is introducing its Sun & Sand Sports concept to Iraq, bringing leading global brands like Nike, Under Armour, and more to local consumers 
  • Company plans to launch retail stores in prominent locations in Baghdad, Irbil, and Basrah 

Baghdad, Iraq - November 29, 2021: Following the recent announcement of a new international expansion plan, GMG—a global well-being company retailing, distributing and manufacturing a portfolio of leading international and home-grown brands across sport, food and health sectors—has confirmed the entry of its GMG Sports vertical into Iraq.  

Sun & Sand Sports is the first homegrown concept by GMG to make its way to Iraq. It is already the largest sports retailer in the MENA region with a diverse portfolio of sports, fitness, and lifestyle brands all under one roof. Some of the notable brands available at Sun & Sand Sports include Nike, Under Armour, Adidas, Puma, Reebok, Converse, Columbia, Timberland, and Vans.  

Mohammad A. Baker, Deputy Chairman and CEO of GMG, said: “Iraq boasts a growing, young population that we believe remains largely underserved in the sports retail sector. With four decades of experience, today we are constantly challenging ourselves to look at where and how we can improve people’s lives through active living. We see an immense opportunity for GMG to introduce some of the world’s leading sports brands into Iraq through our successful homegrown concepts, and to more broadly contribute to the socio-economic development of the country.” 

Iraq’s first Sun & Sand Sports store is already open in Baghdad’s popular Zayoona Mall. In the next four years, GMG Sports aims to launch seven more stores in prominent locations in Baghdad, Irbil, and Basrah. A standalone factory outlet is also being planned for a future date.  

“In the near future, we would like to introduce our extended portfolio of brands to the Iraqi market, focusing on active living, nutritious food, and good health,” confirms Baker. “We are continuously expanding through acquiring new international brands, developing homegrown concepts, and entering new markets. Our attitude is still that of a startup.” 

GMG has introduced more than 120 brands into its markets, promoting healthier and more active lifestyles through four business verticals: GMG Sports, GMG Food, GMG Health, and GMG Consumer Goods. These verticals come together under a purpose-centric vision for GMG to inspire people to win in ways that make the world better. 

GMG’s expansion in Iraq follows the extension of its footprint in Saudi Arabia in early 2021 with a new headquarters and mega-warehouse, while also entering into Asia in December 2020.  

About GMG 

GMG is a global well-being company retailing, distributing and manufacturing a portfolio of leading international and home-grown brands across sport, food and health sectors. Its vision is to inspire people to win in ways that make the world better. Today, GMG’s investments span across four key verticals: GMG Sports, GMG Food, GMG Health, and GMG Consumer Goods. Under the ownership and management of the Baker family, it has become a leading global company, affiliated with the world’s most successful and respected brands in the well-being sector. Working across the Middle East, North Africa, and Asia, GMG has introduced more than 120 brands into its markets.  

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