SQUATWOLF opens first Abu Dhabi store at Yas Mall

Dubai-born performance wear brand SQUATWOLF has opened its first Abu Dhabi location at Yas Mall, marking its 12th store as it celebrates its 10th year. The move extends the brand’s UAE retail push as it targets 30 new stores by 2030.

Why it matters: - SQUATWOLF is expanding its physical footprint in the UAE capital, giving Abu Dhabi customers their first in-person access to the brand’s training, running and recovery collections. - The Yas Mall opening adds momentum to SQUATWOLF’s omnichannel growth plan and supports its goal of adding 30 new stores by 2030. - The store launch underscores how a Dubai-born brand is trying to scale from a local startup into a global performance wear company.

What happened: - SQUATWOLF opened its first Abu Dhabi store at Yas Mall on 23 October. - The location is the brand’s 12th store overall. - Co-founders and Co-CEOs Anam Khalid and Wajdan Gul marked the opening with an official ribbon-cutting ceremony. - The launch included in-store activations, challenges, a DJ, and appearances from athletes and influencers. - The opening comes during SQUATWOLF’s 10th anniversary year.

The details: - The Yas Mall store carries SQUATWOLF’s full men’s and women’s ranges. - Abu Dhabi customers can now try the brand’s performance fabrics and fits in person for the first time. - SQUATWOLF was founded in 2016 by Anam Khalid and Wajdan Gul. - The company ships to more than 100 countries. - SQUATWOLF has franchise partners in Kuwait, Qatar and Lebanon. - The brand has a growing multi-store presence in Saudi Arabia, backed by its own Riyadh warehouse. - Private equity firm ASCA Capital is behind the business. - SQUATWOLF operates through DTC, wholesale, owned retail and franchise channels. - The brand has a direct presence in the UAE, Saudi Arabia and key international markets.

Between the lines: - The Abu Dhabi store strengthens SQUATWOLF’s positioning as a UAE-born brand with regional reach. - Khalid said Abu Dhabi has been part of the SQUATWOLF story from the beginning and that Yas Mall fits the brand’s sport and leisure focus. - Gul said the opening in the nation’s capital reflects the company’s ambition to build a global performance brand from the UAE. - The timing of the launch suggests SQUATWOLF is using its anniversary year to signal scale, credibility and long-term expansion.

What’s next: - SQUATWOLF plans to keep expanding its store network as part of its broader omnichannel rollout. - The company’s next major target is 30 additional stores by 2030. - The Abu Dhabi opening may serve as a template for future retail growth in the region.

The bottom line: - SQUATWOLF’s first Abu Dhabi store is both a retail milestone and a branding play: it brings the company closer to local customers while reinforcing its claim as a UAE-built global performance wear brand.