SOHO Group

SOHO Middle East is a boutique retailer on a mission to represent the next generation of consumers. We specialize in innovative fashion concepts, uniquely curated selections and disruptive on-the-ground and digital campaigns.

Our ambition is to transform the Middle Eastern retail landscape by introducing emerging designers and cutting-edge international brands to the region. Our dedicated team brings a unique combination of specialized industry knowledge, unrivaled creativity and entrepreneurial spirit to ensure that SOHO Middle East offers an unparalleled luxury lifestyle experience.

The SOHO portfolio, established in 2019, commenced with IRO Paris, epitomizing a premium, contemporary bridge to luxury fashion, inspired by rock music and the effortless style of chic Parisian women. In 2020, we embraced the Californian Rock-n-Roll spirit by integrating LA-based AMIRI into our collection, further diversifying our brand's appeal. Advancing our journey, we made a pivotal addition in 2023 by introducing %Arabica to our Food & Beverage section, aligning with our dedication to offering unique lifestyle experiences. In a significant move in 2024, we welcomed ALO Yoga into our fold, a brand synonymous with high-performance yoga wear and an ethos of mindful movement, further solidifying our commitment to wellness and sustainable luxury.