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BEIRUT, Lebanon — The first Aïshti store was a modest undertaking in both size and outfit. Back in 1989, the store's founder, Tony Salamé, started his retail empire stocking menswear in a warehouse with only $5,000 of seed money. Since then, the company has grown into a multi-million-dollar luxury empire with 27 locations, 14 of which stock menswear. Aïshti has also expanded into new territories: Jordan, Dubai and Kuwait, and new product categories such as home furnishings. But the spirit of Salamé's original Aïshti store and its core offering remains the same: a Middle Eastern take on the best of Western fashion with a product selection that brings together some of the most prestigious labels in the world.
BoF caught up with Aïshti’s chief operations officer Michel Salamé to learn more.
BoF: What makes Aïshti special?
MS: Aïshti is a brand at the intersection of luxury, quality and taste. Reflecting the cosmopolitan country of its birth, Aïshti acts as the Middle Eastern eye on Western fashion. In menswear, Aïshti's competitive strength comes from three key components: our assortment of brands, the quality of those brands and the selection we make from each collection. We know what appeals to our clients, and they trust that when they walk into an Aïshti store they will find exactly what they were looking for.
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BoF: Who is Aïshti’s menswear customer?
MS: The Aïshti menswear consumer isn’t defined by age or profession, but by taste and standards. He prioritises quality and durability, while seeking out the latest trends. He is image-conscious and driven by a desire to stand out in a crowd, whether he’s wearing a beautifully cut suit or the newest cut of denim. It’s important to the Aïshti consumer that he doesn’t look like anyone else in the room – originality is essential.
BoF: How has Aïshti played a role in revitalising Lebanon?
MS: We turned downtown Beirut into a district for shopping and a cultural scene rarely seen in the Middle East. Aïshti now employs 900 staff and operates over a combined 26,000 square-metres of retail space in Lebanon. Aïshti strives to be not just a shopping destination, but to provide discerning clients the lifestyle our brand and brands represents. People, a sleek but cozy restaurant with two locations, and Ï Day Spa, Aïshti’s chic health and beauty space, round out our 360-degree approach to the luxury lifestyle.
BoF: Tell me about your buys.
MS: Bringing international fashion to the Lebanese market has been at the core of the Aïshti menswear proposition for decades. The buy is sartorially led, but includes both luxury and fashion houses, many for which chief executive Salamé is the regional franchise partner. Our best-selling categories are Sartorial – bespoke and ready-to-wear suits – and Contemporary Denim. Zegna, Canali, Burberry and Prada are stars in the former category; True Religion and Diesel show repeatedly high sales in the latter.
BoF: What about the store environments? What makes them unique?
MS: We want our customers to feel as comfortable as if they were browsing their own dressing room, and we pride ourselves on the relaxed elegance of our stores. Italian architect Marco Costanzi created a modern interior with spaces that open unexpectedly onto one another, encouraging customers to explore each floor for treasures from the latest collections. Aïshti is deeply committed to contemporary art – we are in the process of constructing The Aïshti Foundation contemporary art center in Beirut – and some of our most prized pieces are on display in our stores for all to enjoy.
