The Middle East and North Africa (MENA) region, with its rapidly growing middle class and over 490 million internet users, is solidifying its position as a vital market for beauty and fashion brands worldwide. Simultaneously, a rising wave of companies from the MENA region is targeting expansion into the U.S.—one of the world’s most dynamic and competitive consumer markets.
To bridge these thriving markets, a collaboration among three industry leaders—Workhouse, Move the Needle Consultancy (MTNC), and THE BOARD—has been unveiled. This partnership combines expertise in public relations, strategic consultancy, and market entry to simplify the complexities of cross-border growth for beauty and fashion brands.
“This isn’t just about working together—it’s about redefining global expansion,” remarked Adam Nelson, the founder and CEO of Workhouse, a New York-based public relations agency renowned for high-profile campaigns with brands like Versace, Bergdorf Goodman, and Porsche.
The alliance is designed to unlock opportunities for U.S. brands entering the MENA region and for MENA-based brands breaking into the U.S. Each market presents unique prospects: in the MENA region, a youthful demographic with a growing appetite for premium products drives demand, while the U.S. offers fertile ground for innovative and diverse brands eager to make their mark.
The partnership builds on a foundation of shared success. Nelson and Mary Ghobrial, CEO of MTNC, first collaborated on expanding Chocolate Bar, a boutique New York confectionery, into the MENA region. Their ability to overcome market challenges and achieve tangible results set the stage for this ambitious global venture.
“The MENA region offers immense untapped potential,” said Ghobrial, whose UAE-based consultancy has helped numerous companies navigate the region’s market dynamics. With her extensive experience at Amazon and Souq.com, Ghobrial has played a pivotal role in integrating regional businesses with global platforms. “Through this partnership, we’re not just facilitating access—we’re equipping brands with the expertise and tools to succeed in highly competitive markets.”
Rounding out the partnership, THE BOARD, led by CEO April Uchitel, contributes a robust network of leaders from the beauty, fashion, and technology industries. Uchitel, whose career includes roles at Diane von Furstenberg and Violet Grey, is renowned for scaling businesses and crafting globally resonant strategies. “By combining the talents of Workhouse, MTNC, and our collective, we’re creating an ecosystem where strategy and execution align to propel brands forward,” Uchitel stated.
THE BOARD’s network offers direct access to experts across various sectors, ensuring brands can address challenges and seize opportunities in both regions. This complements Workhouse’s legacy of delivering groundbreaking campaigns and MTNC’s expertise in regulatory navigation and operational execution.
Together, the partnership underscores the importance of tailored strategies for market success. Workhouse will spearhead innovative campaigns in both regions, MTNC will guide clients through regulatory landscapes, and THE BOARD will connect brands with influential stakeholders.
“This partnership is about building the connections brands need to thrive on an international scale,” Nelson emphasized.
As global markets grow increasingly interconnected, this alliance highlights the value of collaboration in meeting the needs of diverse audiences. Whether introducing premium U.S. brands to MENA or guiding MENA brands into the competitive U.S. arena, the partnership between Workhouse, MTNC, and THE BOARD establishes a framework for cross-border success
