// Yoox Net-A-Porter names Nisreen Shocair as its new Middle East CEO
// Shocair previously held positions at HSE24 and Virgin Megastore
Yoox Net-A-Porter has named Nisreen Shocair as the chief executive officer of its Middle East operations to further establish its strong hold in the region.
She joins with previous senior roles across the UAE and the US.
Shocair’s role will be to give shoppers a luxury experience, including in personal shopping and client relations services, as well as developments in local language mobile sites.
Her previous role was at HSE24, Dubai, an omnichannel retailer offering fashion and beauty through digital channels and television.
Before that she was the President of Virgin Megastore, Middle East and North Africa, for over 10 years.