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The Ounass Formula for a Successful Brand Activation

At BoF CROSSROADS 2025 in Dubai, Imran Amed, BoF’s founder and CEO, sat down with Khalid Al Tayer, CEO of luxury e-commerce platform Ounass, to unpack his strategy for success when launching a global brand in the Gulf.
Imran Amed, founder and CEO of The Business of Fashion and Khalid Al Tayer, CEO of Ounass, onstage during day two of BoF CROSSROADS 2025 presented by The Business of Fashion at One&Only One Za'abeel on April 11, 2025 in Dubai, United Arab Emirates. (Photo by Maya Cellixa/Getty Images for The Business of Fashion)
Imran Amed, founder and CEO of The Business of Fashion and Khalid Al Tayer, CEO of Ounass, on stage during day two of BoF CROSSROADS 2025. (Maya Cellixa)
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On April 10-11,

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