Nisreen Shocair joins YOOX NET-A-PORTER GROUP as CEO, Middle East

January 7, 2020

January 2020, Dubai: YOOX NET-A-PORTER GROUP, the world leader in online luxury and fashion, today announces that Nisreen Shocair has been appointed Chief Executive Officer (CEO), Middle East.

YOOX NET-A-PORTER GROUP, through its leading multi-brand sites NET-A-PORTER, MR PORTER, YOOX and THE OUTNET, has built strong foundations in the United Arab Emirates, since the first orders took place almost twenty years ago.  The Group is focused on being the undisputed leader for online luxury and fashion in the region, bringing an exceptional selection of the world’s most covetable luxury brands, exclusive collections, advanced levels of personalised customer service as well as unrivalled mobile technology – all tailored to the needs of luxury customers in the Middle East.

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.

Nisreen joins the Group with extensive global retail and e-commerce expertise, holding senior positions across the United Arab Emirates and New York. She joins the company from HSE24, Dubai, an omnichannel retailer offering fashion and beauty through digital channels and television. Nisreen led the company’s merchandising, planning, supply chain and digital strategies, with a particular focus on engaging with the young Middle East customer. Prior to this Nisreen was the President of Virgin Megastore, Middle East and North Africa, for more than ten years, where she introduced leading retail and digital initiatives that delivered outstanding levels of customer experience. Nisreen has also held senior marketing roles at Hearst Entertainment and Bertelsmann AG.

Nisreen will be responsible for driving and developing the next phase of YOOX NET-A-PORTER GROUP’s ambitious strategy for the region, providing customers with an ever more luxurious and localised experience. This will include further investment in personal shopping and client relations services as well as developments in local language mobile sites. It will also continue to expand its unparalleled product selection across all categories, including fine jewellery and watches, brought to life through inspiring content.

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.

Mohamed Alabbar, Chairman of Symphony Investments

The Middle East has always been a priority for us but when we decided to go big, we knew we needed the strongest possible partner. As we continue to deepen our joint venture with Mohamed Alabbar, we are boosting the team with top talent to lead the business. Thanks to her background, Nisreen understands the young, dynamic and mobile-focused Middle Eastern customer, making her an excellent fit for our business.

Federico Marchetti, Chairman and CEO of YOOX NET-A-PORTER GROUP