Our leadership is evident in everything we do

Our passion for leadership is evident in everything we do. To deliver our commitment to quality, we seek out and partner with the world’s premier brands. Our modern, fashion-forward ethos creates a vibrant and creative culture that ensures we never stagnate. The world of fashion retail is ever changing, and we thrive on the challenge of constantly growing and adapting to succeed in this exciting industry.

Get to know the CEO

Mr. Mohamed Samir

Chief Executive Officer of Alyasra Fashion

Mr. Mohamed Samir is the Executive Chairman of Alyasra Group and the Chief Executive Officer of Alyasra Fashion, bringing with him three decades of experience to the Group. Mr. Samir was previously at Procter & Gamble where he was President, reporting into the CEO. Furthermore, Mr. Samir holds several board member positions in numerous companies in the Middle East.

Mr. Samir has a proven track record for building brands and businesses and is known for driving customer-centricity and strategic focus. As a leader, Mr. Samir is also committed to mentoring young talent.

Leadership Team

Anas Baset

Managing Director of Watches & Jewelry

Nicole Deumens

Managing Director Premium Fashion & Lingerie, E-commerce & Omni Channel

Varun Ahuja

Managing Director of Fashion & Footwear

Rafik Hafez

Chief Financial Officer

Hani Ismael

HR Director

Sobhi Obeid

IT Director

Samah Qamhieye

Head of Logistics & Supply Chain