Apparel Group and Sandbox VR partner to bring Virtual Reality Innovation to the Middle East

DUBAI, UNITED ARAB EMIRATES: Apparel Group, the powerhouse of global fashion and lifestyle retail, has joined forces with Sandbox VR, the leading provider of premium virtual reality experiences. This significant franchise partnership is set to revolutionize the industry with the launch of 25 new locations across the Middle East.

The collaboration is built on Apparel Group’s vast network, boasting over 85 brands and 2,200 stores in 14 countries, providing a robust foundation for this venture. The announcement follows Sandbox VR’s recent accolade from Fast Company, where it was named one of the World’s Most Innovative Companies of 2024, securing the second spot in the Augmented and Virtual Reality category.

Neeraj Teckchandani, CEO of Apparel Group, expressed enthusiasm for the partnership, stating, “We are thrilled to partner with Sandbox VR, a trailblazer in virtual reality. Our collaboration goes beyond portfolio expansion; it’s about crafting transformative experiences that blend technology with entertainment, delivering something extraordinary to our customers in the Middle East and beyond.”

Sandbox VR’s founder and CEO, Steve Zhao, echoed this sentiment, highlighting the universal appeal of their VR experiences and the positive reception they’ve received globally. “We’re eager to extend our immersive VR adventures to new audiences as we grow our presence worldwide with Apparel Group,” said Zhao.

Sandbox VR has seen rapid expansion, now operating in over 46 locations globally. The company’s growth is further fueled by its recent move to open franchising opportunities in the US and international markets. Committed to inclusivity, Sandbox VR is also broadening its multi-language support to seven languages, making its immersive experiences more accessible to diverse audiences.

Lee Hebditch, Director of Global Franchise Operations at Sandbox VR, remarked on the strategic importance of the Middle East expansion. “Our partnership with Apparel Group is a pivotal step in our mission to connect people through top-tier immersive experiences. Their unparalleled regional expertise makes them an ideal partner for our global ambitions.”

In a notable collaboration last September, Sandbox VR teamed up with Netflix to launch Squid Game Virtuals, an experience inspired by the streaming giant’s hit series. The venture set new records, becoming the fastest to reach $1M in sales and generating $4.56M in ticket sales within two months. Continuing its innovative streak, Sandbox VR recently celebrated the release of Rebel Moon — Part Two: The Scargiver with a limited-time event at its London location, offering guests a sneak peek into the Rebel Moon universe through a full-body VR experience.

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2200+ retail stores and 85+ brands on all platforms while employing over 22,000+ multicultural staff.

Sandbox VR is the world’s premier destination for premium location-based virtual reality games. The company has created the world’s most immersive full-body VR platform and boasts games you can’t play anywhere else. Sandbox VR is now operating in over 46 locations across seven countries and expanding rapidly. Sandbox VR is headquartered in San Francisco, California with offices in Hong Kong and Vancouver. Sandbox VR’s latest round has raised over $37 million from investors including Andreessen Horowitz, Alibaba Entrepreneurs Fund, Gobi Partners, and Craft. Individual investors include Justin Timberlake, Katy Perry, Kevin Durant and Will Smith.

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