Our History

Fad International Company was established in 1999, with the launch of its first fashion retail brand, femi9. Since its launch, femi9 has successfully expanded throughout the Middle East, with over 60 stores currently operating across the region. The brand vision is to offer sophisticated seasonal collections of the latest trendsetting styles at affordable prices. The brand offering consists of casual, occasional wear, formal and semi-formal wear especially designed to fit the lifestyle of young dynamic women.

femi9’s has a customer-centric approach in its brand development, marketing strategies, production & distribution. This factor of appealing to customer requirements has been key to the brand’s success and growth.  The brand is developed with solid market research, exceptional design, unsurpassed quality, and accessible pricing. The brand’s remarkable success and sustained progress was recognized by The Saudi Fast Growth Awards, the Annual Body for ranking KSA’s fastest-growing companies. femi9 was ranked in the top 20 companies in 2009 and 2010 for two consecutive years.  femi9’s growth has contributed to the development of Saudi Arabia’s economy and employment, by offering continued active expansion in design, production and retail sectors.

The second fashion brand owned by Fad International is the eveningwear brand, Vivid Flair London. The brand was first established in 2010 from its main studio design house in London; the initial launch of Vivid Flair London’s first signature collection set market expectations for the brand’s distinctive fashion direction in the future. Vivid Flair London’s vision is to create elegant gowns for special occasions, expressing individual traits of the stylish sophisticated women wearing them.

The brand takes pride in designing luxurious masterpieces, reflecting intricate details, premium cuts and rich textures. Vivid Flair London launches seasonal collections annually, offering premium gowns to fulfil shoppers’ desire for affordable luxury. The brand is quickly becoming one of the most recognized eveningwear brands in the Middle East, with 9 stores currently operating in 6 cities. Future plans include strategic expansion in main fashion capitals throughout the Middle East and Europe.