New location offers a wide selection of the brands luxury fashion collections on 4,500sq.ft

Dubai, UAE, 16 December 2010 - On December 15, HUGO BOSS re-opened a BOSS store in Dubai in collaboration with BinHendi Enterprise. Moved to a bigger location in the prestigious Mall of the Emirates, one of Dubai's largest shopping malls, the new outlet extends over some 4,500 square feet and features the HUGO BOSS fashions and accessories collections from BOSS Black, BOSS Selection and BOSS Green.

An exclusive, modern shop design will enhance the joint presentation of the various collections. Implementing the latest-generation store concept integrating rich walnut backdrops, stainless steel and lacquered magnolia shelving, the new store boasts of signature materials representing the sophisticated, contemporary and luxurious HUGO BOSS look.

Mohi-din BinHendi, president of BinHendi Enterprises and Izzat Traboulsi, Managing Director of the Fashion Trading Company s.a.r.l.- the agent of HUGO BOSS in the Middle East inaugurated the boutique at the in-store launch event held on December 15th 2010.

Mohi-din BinHendi is convinced that the re-opening of HUGO BOSS in this particular location will further boost BinHendi's reputation for bringing the best in products and services to their customers in the UAE: "HUGO BOSS already has a huge dedicated following among clientele in the region and all over the world, thus making HUGO BOSS a truly global brand of choice. This store is sure to be another successful ambassador of BinHendi's exclusive fashion division", says Mr. BinHendi.

"It is a great opportunity to show our latest luxury concept along the new extension of the Mall of the Emirates. Our dedicated area for BOSS Selection further transmits the idea of a luxurious outlet offering high-end products only. In addition, we created a large area for the Women's collections as HUGO BOSS is steadily growing and showing great results in that segment. With BinHendi Enterprises, we are sure that the launch will be a great success", says Mr. Traboulsi.

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BinHendi Enterprises
BinHendi Enterprises is a highly-diversified, Dubai-based conglomerate established by Mr. Mohi-Din BinHendi in 1973. Over more than three decades, the company has grown to become one of the leading business establishments in the UAE. As an instrumental force BinHendi holds a considerable proportion in the growth of Dubai as a retailing, fashion and hospitality hub in the region. BinHendi Enterprises has introduced more than 60 prestigious international brands to the UAE as well as developing a rapidly growing portfolio of proprietary dining concepts.

Growing exponentially from the UAE, BinHendi's operations now encompass the GCC and India, employing more than 3,500 people.

HUGO BOSS
For many years now, the HUGO BOSS Group has ranked among the global market leaders in the premium fashion and luxury goods segment - and been progressively extending this position. In 2009, the fashion group generated sales of EUR 1.56 billion with a workforce of more than 9,000.                                  

Along with its highly developed product competence and excellent logistics as cornerstones of this continuing success, a global marketing network powered by a comprehensive knowledge of markets and consumers in over 110 countries enhance the international reputation of the HUGO BOSS brands and the company.

Further indicators of the group's strength are the high number (over 1,400) of HUGO BOSS Stores operating worldwide as well as a total of more than 6,100 points of sale (POS).

Innovative visual merchandising and efficiently implemented marketing measures as well as the involvement in sponsorship activities serve to reinforce the image of both the group and its brands.

For more information please contact:
Farah Ibrahim
TRACCS
Tel: +9714 3672530
TRACCS 24/7 Media Hotline: +97150 9448389
Email: farah.ibrahim@traccs.net

© Press Release 2010