NBK Fashion ZAI retains Action Qatar as its PR agency

Under the terms of the agreement, Action Qatar will coordinate all PR and media-related activities in Doha and the GCC for ZAI boutique.

As one of the largest luxury retailers in Qatar, NBK Fashion is a subsidiary of Nasser Bin Khalid (NBK) Holding, and fast emerging as a serious player & prominent force in the luxury retail market in the GCC. It is well renowned for its exclusive luxury lines dedicated to modern glamour and urban chic. Exemplified by contemporary designs and an ultra-mod East-meets-West sensibility, the menswear and womenswear collections feature exquisite quality meshed with hot of the press catwalk trends.

Zai spokesperson commented, "NBK Fashion is delighted to partner with Action as it introduces ZAI and its iconic luxury brands to Qatar and the GCC. ZAI's concept is absolutely brand new to the region and represents many of the fashion world's most recognized and revered names. Action will be an innovative and dynamic partner to NBK Fashion as it brings the very best of the world's fashions to Doha and expands the reach of NBK's status in fashion and lifestyle brands further throughout the region."

Established in 1993, Action Dubai - the region's hub office - is the largest independent public relations consultancy in the Gulf and a founding member of the Middle East Public Relations Association (MEPRA). The head office in Cyprus coordinates an integrated network of office across the Middle East. The Qatar office of Action counts among its clients such prominent names as British Airways, the W Doha Hotel and Residences, KPMG, and Oxford Business Group besides participating in regional and Pan Arab campaigns on behalf of the network's international clients.

"The ZAI store encompasses the finest names in international luxury and status fashion. This unique concept's mix of luxury classic and contemporary styles further establishes NBK Fashion in its endeavor to establish itself as a major force in fashion in the Gulf, and we look forward to building on their work by implementing new PR strategies and ideas and to a long, productive business relationship with them," said Anna Denise Ioannou, Country Manager (Qatar) for Action Global Communications.

Within the coming two years, NBK Fashion's strategic expansion plans will boast the company's opening of several boutiques across the Middle East. ZAI's brands are currently available at the stunning Al Sharq Village and Spa boutique and at the newly opened Flagship Salwa Road location (next to Mercedes Benz Showroom) featuring 6,500 square meters of boutique space.