CEO Middle East - - CONTENTS -

POR­TU­GAL’S RENOWNED FASH­ION BRAND Sacoor Broth­ers con­tin­ues to grow. A few weeks ago it re-opened the doors to its out­let at Dubai Mall tout­ing a fresh new blend of nov­elty and moder­nity but stay­ing true to its orginal aes­thetic: el­e­gant, ex­clu­sive and re­fresh­ing.

“The cus­tomer needs to have the best ex­pe­ri­ence ever, and we’re mov­ing to fo­cus on cool more than clas­sic now,” Moez Sacoor, the youngest of the four who rep­re­sent the epony­mously named

brand, tells CEO Mid­dle East about the re­launch of the out­let in Dubai’s most fash­ion­able shop­ping des­ti­na­tion.

The fo­cus on a younger clien­tele com­ing of age in­volves a num­ber of new ideas: “Lighter fit outs in our cloth­ing, a new in-store ser­vice that pro­motes health­ier liv­ing, gal­leries and mu­sic fea­tur­ing young artists... it’s a whole story,” he said.

The brand’s ex­perise in suit­ing re­mains cen­tral to its ap­peal, how­ever. They are, af­ter all, the one item Sacoor says his lug­gage al­ways car­ries when he trav­els, “There’s al­ways a need to be at my best, which means there is al­ways a need to wear a jacket with some nice trousers,” he says.

The travel suit he pre­dicts is some­thing the brand’s cus­tomers will soon swear by, and some­thing that “I use a lot,” he con­fesses.

“It has a com­bi­na­tion of many pock­ets and the fab­ric al­lows com­fort by be­ing able to stretch. Nowa­days peo­ple want to look com­fort­able but also el­e­gant, so they won­der if they can wear a suit in an air­plane. I tell them ‘yes, of course!’”

All this is pos­si­ble be­cause the brand con­tin­ues to in­no­vate, ac­cord­ing to Sacoor. “It’s some­thing we be­lieve in, the at­ti­tude to match the oc­ca­sion. It’s why we be­lieve you don’t need to re­main sim­ply classy, you can be cool,” he says. – Shayan Shakeel


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