A new online luxury fashion retail retailer, SAAF.com, has launched in the Kingdom bringing a brand new concept to women's luxury shopping. The first luxury ecommerce site of its kind based in Saudi Arabia, with offices in Riyadh and New York City, SAAF.com's audience encapsulates the vast and growing population of young consumers in the region. Operating under the umbrella of the prestigious Alhokair Fashion Group, SAAF.com offers collections from the world's premier fashion houses, established designers, and emerging vanguard labels. Style-conscious Saudi customers will be able to get exclusive access to more than 50 brands. SAAF.com embodies the luxury lifestyle and aims to transcend conventional e-commerce with a combination of white glove customer service and engaging editorial content. To ensure a premium service to match the quality of the brands, orders on SAAF.com placed by 5pm will be delivered the next working day within the city limits of Riyadh, Jeddah, and Dammam. Fahad Alhokair, Founder of SAAF.com, said: "We are thrilled to bring SAAF.com's luxury assortment of designer fashions and commitment to the highest quality customer experience to the region. The SAAF.com headquarters' presence in Riyadh is a very exciting moment for our company." SAAF.com will engage its customers through original content to inform the reader's curiosity for a more engaging, luxurious and culturally driven retail experience. In addition to the launch of the SAAF.com luxury ecommerce site, the SAAF.com brand recently opened a brick and mortar ‘Virtual Café" to its portfolio in collaboration with Fauchon cafe. SAAF.com's "Virtual Café" is located in the prestigious Al Nakheel mall in Riyadh – founded by SAAF.com's parent company Fawaz Alhokair Group – from March 2016. The SAAF.com virtual cafe personalizes the customer experience through a holistic technological practice by creating a stimulating, physical environment for online retail. This exciting contemporary vision will give consumers a reason to re-visit the SAAF store and site by creating a seamless integration with the virtual shopping experience. — SG
