BinHendi Enterprises puts the region's first Joseph boutique on Dubai fashion map

The match is perfect: both Mr Mohi-Din BinHendi, president of BinHendi enterprises, and Joseph Ettedgui, founder of the now legendary Joseph empire, have been at the forefront of fashion for over three decades, offering the most authoritative styles and products to an international luxury clientele.

The Dubai store is the 28th free standing Joseph boutique, joining those in London, New York, Paris, Cannes and Tokyo.

The 103 square meter store, located near the Fashion Catwalk, is a masterpiece of understatement, at the crossroads of fashion and design: muted tones, elegant materials, timeless lines, all underscored by the dynamic black and white of the Joseph logo.

"The Dubai location is an excellent complement to our international store mix," stated Ms Imogen Crosby, Head of Press and Communications for Joseph. "We are certain that our quietly confident clothes will find their place in the wardrobes of elegant women in the UAE."

BinHendi Enterprises, the longstanding regional partner of fashion brands from around the world, strongly believes in the unique value of the Joseph concept in the region.

"Joseph is synonymous with sharp tailoring and cool style, recreating classics with a modern edge. We are proud to enhance our portfolio of fashion brands with this sophisticated concept, and look forward to vigorous growth," commented Mr Mohi-Din BinHendi.

The fruit of keen business development strategy on behalf of the BinHendi Enterprises' Fashion Division, headed by Mr Aya Mbanefo, the collaboration with Joseph is as business-wise as it is fashion-savvy.

"Joseph is both old and new," explains Mr Mbanefo. "It combines the deep fashion heritage of its 1970's London roots with a sharp, modernist eye for interpreting trends. Buying Joseph means buying style: it stands for enduring quality and innovative design."

Among the timeless pieces available to Dubai clients are the now legendary 'Rocker' trouser, which became a phenomenon in the 1990s, free-flowing jersey dresses, easy knits, understated cashmeres and a full range of competitively-priced wardrobe staples for the discerning customer.

The Dubai Mall Joseph boutique opens jointly with Joe's Café, the similarly chic restaurant concept orchestrated by BinHendi Enterprises' Hospitality Division.