November 14, 1999 by a visionary man, whose purpose is to radically
transform the way Middle Eastern fashion brands, conduct business.
The simple idea was to
create unique fashion brands, arising from the Middle East with global
standards, rather than simply continue to import fashion from the world
market. Initially, Fad International sought to develop brands
which would exclusively service the Saudi Arabian market. The brands
would be developed as retail chains, which could easily spread across
various locations in Saudi Arabia.
With global standards in
mind, the company sought to invest in business models, management
practices, superior talent and brand development in order to achieve
excellence in quality.
The company’s first
brand Femi9 is a female casual and formal ready to wear (RTW)
fashion line. The first outlet opened in the capital of Saudi Arabia, in
Riyadh, with the purpose of determining market reaction. Femi9 was very well received and quickly became a popular brand, out winning
leading competitive global fashion brands.
Surely enough, only four
years later Fad International expanded its initial vision and
re-structured itself, to be able to serve not only the Saudi Market, but
to expand to the global market as well. It would develop a state of the
art warehouse in a centralized location, within the Kingdom to absorb
the growth of Femi9 retail outlets within the region.
International’s first brand, Femi9 is eleven years old. It
has emerged as a successful mega retail fashion brand, with 40 retail
outlets operating throughout the GCC, Syria and Egypt. Femi9 has
plans to further expand and to open other outlets, throughout more
countries in the MENA (Middle East North Africa) region.