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Published
Jan 10, 2020
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New YNAP Middle East CEO will drive "localised experience"

Published
Jan 10, 2020

High-end e-tail giant Yoox Net-A-Porter has named Nisreen Shocair as its CEO, Middle East. She joins with “extensive global retail and e-commerce expertise, holding senior positions across the United Arab Emirates and New York”.


YNAP's new Middle East CEO Nisreen Shocair



Her most recent post was at HSE24, Dubai, an omnichannel retailer offering fashion and beauty through digital channels and TV. There she 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, she was the President of Virgin Megastore, Middle East and North Africa, for over a decade, “where she introduced leading retail and digital initiatives that delivered outstanding levels of customer experience”.

In her new post, she’ll 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”.

The company said this will take in further investment in personal shopping and client relations services, as well as developments in local language mobile sites.

The middle East is a key focus for YNAP given its strong luxury market and in 2016, it set up a joint venture partnership with Symphony Investments, an entity controlled by Mohamed Alabbar, the first-ever local partner JV in luxury e-tail in the region.

YNAP CEO Federico Marchetti said of this and the new appointment: “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”.

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