Mexx CEO visits Dubai

The company has handed Fardell the reigns of the multi-billion dollar brand, which was established 20 years ago. Now owned by Liz Claiborne, it is one of the company's most successful fashion brands.

Fardell's mandate is to build on the brand's strong heritage and deliver a more balanced fashion lifestyle portfolio over the next three years. His visit to Dubai provided MAF Fashion executives with an overview of his three year strategy, which focuses on product, stores and marketing.

"We're looking at taking the Mexx brand to a higher level, making our products more accessible to the customer and building on the contemporary, effortless and stylish positioning, said Fardell.

"Fresher, more contemporary store concepts are being introduced with all new store openings and the company has a 'fast-track' plan to refurbish 180 existing stores by the end of 2008. Marketing will play an equally important role with our team looking at ways to have a stronger and more innovative marketing approach."

He added: "We've had successful meetings with Majid Al Futtaim Group to discuss the opening of additional stores in the region. The Middle East market is rapidly growing and presents huge growth potential in the fashion industry. We want to be part of that growth and ensure we deliver to the high expectations of the discerning Middle East customer."