Meet Nisreen Shocair

If you’re anything like team EW, you spend your Monday, Wednesday and Friday mornings browsing the ‘What’s New’ section of in hopes of snapping up the latest pieces from some of the leading luxury brands.

It is thanks to this online retailer that the concept of e-commerce has become big business, and why more of us in the region are swapping in-store experiences for browsing in the comfort of our homes. To further establish it’s strong hold in the Middle East, YOOX NET-A-PORTER GROUP has announced Nisreen Shocair as Chief Executive Officer (CEO), Middle East.


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Now Nisreen is tasked with providing shoppers with an ever more luxurious and localised experience, including in personal shopping and client relations services, as well as developments in local language mobile sites. You can also expect more fine jewellery and watches.

She has previously worked at HSE24, Dubai, an omnichannel retailer offering fashion and beauty through digital channels and television. Prior to that, she was the President of Virgin Megastore, Middle East and North Africa, for more than ten years.


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Since 2016, the Group has been working with Symphony Investments, an entity controlled by Mohamed Alabbar. In a statement, Federico Marchetti, Chairman and CEO of YOOX NET-A-PORTER GROUP said:

“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.”

Looks like we’ll be spending even more time on Net-A-Porter in the future.

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