The Ounass Formula for a Successful Brand Activation | BoF CROSSROADS 2025

Fashion loves an activation. But in a crowded fashion calendar brimming with pop-ups, dinners, and exhibitions, how do brands break through the noise? When it comes to the GCC, Al Tayer Group-owned luxury e-tailer Ounass has the answers. Since launching in late 2016, the platform has drawn over 1,300 local and international labels, and built up its own logistical infrastructure, allowing 80 percent of its orders in the Gulf to be delivered by its own fleet. Priding itself on being globally relevant and locally led, the business has helped the likes of Skims, Frame, and Fear of God break into the region. Pop-ups and events are core to the Ounass strategy. In a closing conversation with BoF’s Imran Amed, Khalid Al Tayer, the managing director of Al Tayer Group’s retail arm and CEO of Ounass, explained how the company keeps a tired model feeling fresh. Subscribe to BoF’s YouTube channel to never miss a video. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter:   / bof   Facebook:   / businessoffa.  . Instagram:   / bof   LinkedIn:   / the-.  . Pinterest: https://www.pinterest.co.uk/fashionbu... Newsletter: https://www.businessoffashion.com/new... ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, www.businessoffashion.com