The German designer’s namesake label is set to expand across the Middle East with 25 new locations planned by 2018.

A new deal signed between Karl Lagerfeld and Dubai-based Chalhoub Inc. will see 10 new Karl Lagerfeld concept stores and a further 15 shops-in-shop opening in the Middle East over the next 5 years, with the region labeled by CEO Pier Paolo Righi as “a key area of focus in our phased global roll-out.”

The first openings will be in-store units at the Stars Avenue Mall in Jeddah, set to welcome shoppers this month. Another freestanding store will open in Qatar by July. Middle Eastern customers already rank in the top four of the brand’s international clients and the standalone stores will carry the brand’s full lines, but there will be a special focus on handbags.

The Karl Lagerfeld brand is also expanding aggressively into China and has consolidated its position in Europe and Asia, with 17 new stores opening over the past 12 months.

Earlier this year Lagerfeld also unveiled the brand’s first men’s and women’s fragrances, which join the ready-to-wear, shoes and accessories lines.

Best known as the creative director at Chanel, Karl will also be in Dubai on May 13 for the couture house’s cruise collection show.