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YNAP names Nisreen Shocair as CEO of the Middle East

Sadiyah Ismailjee
13 January 2020

Online luxury retailer, YOOX NET-A-PORTER GROUP has announced Nisreen Shocair as CEO of the Middle East.

Nisreen joins the luxury retailer with rich experience and knowledge in global retail and e-commerce expertise, with previous senior positions across the UAE and New York. Her most recent role was at HSE24 Dubai, an omnichannel retailer providing fashion and beauty through digital channels and television. Nisreen was responsible for leading the company’s merchandising, planning, supply chain and digital strategies, with a specialised focus on engaging with the young Middle Eastern customer.

Previous to this position, Nisreen was President of Virgin Megastore, Middle East and North Africa, for over ten years, where she led retail and digital initiatives that delivered outstanding levels of customer experience. She has also held senior marketing roles at Hearst Entertainment and Bertelsmann AG.

YNAP announced Nisreen will be responsible for driving localised experience and developing the next phase of YNAPS ‘ambitious strategy’ for the Middle Eastern region, providing customers with a greater luxurious and localised experience. This will involve further investment in personal shopping, client relations services and developments in local language mobile sites.

In 2016, the group announced a joint venture partnership with Symphony Investments, an entity controlled by Mohamed Alabbar, establishing the first-ever local partner joint venture in the luxury e-commerce sector in the Middle East. YNAP has showcased its keen interest to tap into the Middle Eastern market through building strong foundations in the United Arab Emirates, since its very first orders took place almost twenty years ago.  Such investments are part of the group’s plan to become a pioneer for online luxury and fashion within the Middle East.

Chairman of Sympthony Investments, Mohamed Alabbar said: "in partnership with YOOX NET-A-PORTER GROUP, we are focused on being the undisputed leader for online luxury and fashion in the Middle East. We are well-positioned to maximise the fast-growing opportunity in the region, particularly connecting with the discerning, tech-savvy, luxury customer. Our new CEO for the Middle East will be focused on delivering an exceptional service experience, with even greater personalisation and localisation, bringing the world’s best luxury and fashion brands straight to our customers’ doors".

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