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Exclusive: Yoox Net-a-Porter Group appointed Nisreen Shocair as CEO for the Middle East

Female force

Since its inception 20 years ago (seriously, where did the time go?!), Net-a-Porter has become a one-click wonder that continues to succeed in changing the luxury industry and being the pioneers of transforming online retail.

Under its parent organisation, Yoox Net-a-Porter Group (with multi-brand subsidiaries including The Outnet, Mr Porter and Yoox), the presence of the e-commerce platform has boomed in the Middle East — more specifically in the UAE — and now, the Group are furthering their commitment to tailor to the needs of luxury clients in the region.

Today, Yoox Net-a-Porter Group announced a new CEO for the Middle East, who will be responsible for driving and developing the next phase of the organisation.

The number of women leading the largest companies has always been small, so it’s with great pleasure that we share the news that Nisreen Shocair has been appointed for the role.

With an impressive portfolio that includes being President of Virgin Megastore, Middle East and North Africa, as well as previously holding senior marketing roles at Hearst Entertainment and Bertelsmann AG, Shocair will be responsible for further investment in personal shopping, client relations services and 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.

Speaking of Yoox Net-a-Porter Group’s presence in the Middle East, Mohamed Alabbar, Chairman of Symphony Investments, 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.”

“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,” said Federico Marchetti, Chairman and CEO of Yoox Net-a-Porter Group. “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 mobilefocused Middle Eastern customer, making her an excellent fit for our business.”

We can’t wait to see what Shocair brings to the region!

Now, find out which Egyptian actress just became the first Middle Eastern ambassador for Cartier.