Search

HISTORY

1993
1993
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.
1997
1997
Ecco’s first steps: We take strides in the footwear market by introducing the stylish Danish shoe brand.
1998
1998
Triumph in Kuwait: Germany’s renowned lingerie and underwear brand is introduced to Kuwait.
2001
2001
Alyasra launched ONTIME, a Multi-Brand trendsetting Fashion Accessories store.
2007
2007
ONTIME in Saudi Arabia: We celebrate a growth milestone, with the opening of the ONTIME watch boutique in Saudi Arabia.
2010
2010
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.
2011
2011
DKNY, our flagship brand, successfully re-launches in the UAE, and later opens its first store in Lebanon.
2012
2012
DKNY in Doha: DKNY’s impressive pace continues with its inaugural location in Qatar.
2013
2013
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.
2014
2014
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.
2015
2015
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.