Foxflare Technology Ltd today announced the addition of Mazaya to its portfolio of partner brands.
Under the agreement, Foxflare is developing, manufacturing and commercialising next-generation products under the Mazaya brand, applying the Group’s R&D and manufacturing capability to one of the shisha category’s most established international names.
The arrangement follows the model Foxflare operates with its other partner brands: the brand owner retains ownership of the brand, and Foxflare provides the development, manufacturing and commercial infrastructure to extend it into next-generation formats under exclusive worldwide licensing.
“A brand like Mazaya takes decades to build, and the quickest way to damage one is to extend it into a new format badly. Its consumers are not asking for a different brand, they are asking for the one they already choose, in a format that fits how they live today. Our brief is to carry what works into next-generation products and to hold the same standard doing it; every brand we take on strengthens the platform the next one uses, while the brand itself stays entirely its own. Mazaya is exactly the kind of brand this model was built for, and we are delighted to be doing it with them,” said Mark Sidey, Group Chief Executive Officer of Foxflare Technology.
Mazaya joins Al Fakher and Starbuzz in the Group’s partner brand portfolio.
About Foxflare Technology
Foxflare Technology Ltd is a holding group headquartered in the Cayman Islands and operating through its subsidiaries in the United Arab Emirates that develops, manufactures and commercialises next-generation nicotine products. The Group owns and operates its own brands, including FOX Prime E-Hookah, and works in partnership with established brand owners including Al Fakher, Mazaya and Starbuzz.
For media enquiries: info@foxflare.global