Alyasra Fashion was founded in 1993 by Ahmed and Mohamed Y. Al Sager, as part of Y.A. Al Sager Holding, a regional trading and investment company. The brothers named their fledgling company after the location where their grandfather started his business.
From the start, we were a pioneer in bringing upmarket fashion brands to the region, including MaxMara, Kenzo, Marella, Guess and many more.
Ecco’s first steps: We take strides in the footwear market by introducing the stylish Danish shoe brand.
Triumph in Kuwait: Germany’s renowned lingerie and underwear brand is introduced to Kuwait.
Alyasra launched ONTIME, a Multi-Brand trendsetting Fashion Accessories store.
ONTIME in Saudi Arabia: We celebrate a growth milestone, with the opening of the ONTIME watch boutique in Saudi Arabia.
Our chain of Ecco stores welcomes its first location in Saudi Arabia.
In a major expansion, we commence retail operations in Iraq with Ecco shops, ONTIME watch boutiques, and Viss and Triumph lingerie stores.
DKNY, our flagship brand, successfully re-launches in the UAE, and later opens its first store in Lebanon.
DKNY in Doha: DKNY’s impressive pace continues with its inaugural location in Qatar.
In a busy year, we successfully open our first DKNY stores in Saudi Arabia and Bahrain, and launch the Trinkets multi-brand concept in Jeddah, Saudi Arabia. In the UAE, our new premium concept, ONTIME The Time Stylists, brings a new level of luxury to the retail experience.
Our expansion continues to accelerate with the opening of 50 new stores. This brings our regional network to over 270 stores, with 28,000 m2 of combined retail area.
As the year unfolds, we continue to grow at a fast pace. New store openings, more premium brands and new regional markets promise an exciting future.