On December 15, HUGO BOSS re-opened a BOSS store in Dubai in collaboration with BinHendi Enterprise. Moved to a bigger location in the prestigious Mall of the Emirates, one of Dubai's largest shopping malls, the new outlet extends over some 4,500 square feet and features the HUGO BOSS fashions and accessories collections from BOSS Black, BOSS Selection and BOSS Green.
An exclusive, modern shop design will enhance the joint presentation of the various collections. Implementing the latest-generation store concept integrating rich walnut backdrops, stainless steel and lacquered magnolia shelving, the new store boasts of signature materials representing the sophisticated, contemporary and luxurious HUGO BOSS look.
Mohi-din BinHendi, president of BinHendi Enterprises and Izzat Traboulsi, Managing Director of the Fashion Trading Company s.a.r.l.– the agent of HUGO BOSS in the Middle East inaugurated the boutique at the in-store launch event held on December 15th 2010.
Mohi-din BinHendi is convinced that the re-opening of HUGO BOSS in this particular location will further boost BinHendi's reputation for bringing the best in products and services to their customers in the UAE: "HUGO BOSS already has a huge dedicated following among clientele in the region and all over the world, thus making HUGO BOSS a truly global brand of choice. This store is sure to be another successful ambassador of BinHendi's exclusive fashion division", says Mr. BinHendi.
"It is a great opportunity to show our latest luxury concept along the new extension of the Mall of the Emirates. Our dedicated area for BOSS Selection further transmits the idea of a luxurious outlet offering high-end products only. In addition, we created a large area for the Women's collections as HUGO BOSS is steadily growing and showing great results in that segment. With BinHendi Enterprises, we are sure that the launch will be a great success", says Mr. Traboulsi.