Fad International was founded 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.

Today, Fad 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.