Complex Made Simple

Which fashion company is the ME’s first e-commerce aggregator site?

Times have changed – and the business of fashion has changed more quickly than most. As we continue to lead ever more time-crunched lives, the pressure on us to keep up with the latest has intensified hand-in-hand with an exponential growth in the amount of information we need to absorb. New fashion brands arrive on the market like shooting stars – if you’re not looking at the right area of the sky, they’re pretty easy to miss. We’re all for finding an easier way to stay on-trend, and we’re big fans of letting someone else do the fashion leg-work for us. But who’s going to do this for the Middle Eastern market AND make it fun at the same time? – that’s who.

Founder and CEO, Faisal Al Essa, says “With we’ve taken a fresh approach”, Faisal reports, adding “and we’ve carefully selected the partners we work with. Most of them are already doing business in the region – but none for the region”.

Read Q & A: Is Golden Scent the Amazon of beauty products? is collaborating with the likes of leading online style destinations Farfetch and ASOS, as well as with iconic department stores including Bloomingdales.

Search for that most-wanted fashion item at, and their deep database will curate a selection of options from the world’s leading sites for you to choose from. Search through, and buy directly from your favorite online brands.’s model is simple – and it saves the shopper time. They can now just go to one place and search for products, prices, and styles. Then buy with confidence.

“Every day we’re adding new brands and new lines. Our customers can think of us as a search engine for the latest in global fashion. There’s always something new on and,” he adds “we’re working on exclusive collaborations for the future too”.

Read: Gift the best of culture, art and much more this festive season is adding a host of engagement features – including a 24/7 radio channel, competitions, and games – all of which offer a level of entertainment above other online shopping sites in the region. New products and features will be announced by the company and via social media as they happen.

Rolling the brand out through a series of social media engagements via Facebook, Instagram, and Google, will be the region’s first fashion portal to make online shopping a personal experience through targeted marketing and recommendations.