It began in 1958, on the streets of Kuwait City, when Yousef Alsager founded Alyasra as a small family business under Yousuf Alsager Holding. But this was never just another trading company – from the very beginning, we were pioneers.
We dealt in vision, introducing Kuwait to the world’s finest luxury brands for the first time. What started as a bold ambition grew into a legacy of sophistication and innovation, and that same pioneering spirit still defines us today.
Alyasra emerged not as a mere retailer, but as a cultural conduit, becoming the first to bring coveted international luxury to Kuwait's shores. This was the beginning of something extraordinary: a family enterprise that would redefine regional retail.
Building on Yousef Alsager's original vision, his sons – brothers Ahmad and Mohamed Al Sager – applied that same bold approach to Kuwait's food sector with the launch of Alyasra Foods. They cultivated exclusive partnerships and introduced premium products with the same discerning eye that defined Alyasra from the beginning, proving true vision knows no single industry.
The brother's vision took its next turn with the founding of Alyasra Fashion. By bringing international fashion labels to Kuwait and the GCC, with careful selection and localised understanding, they helped shape the region’s market, highlighted by the opening of MaxMara in Kuwait.
We introduced Germany’s premier lingerie brand, bringing Triumph’s signature craftsmanship to Kuwait.
We launched ONTIME, our own multi-brand watch concept where the world’s finest timepieces found a home.
Alyasra brought Kenzo’s bold Parisian style to the Gulf, introducing the region to its vibrant prints and avant-garde flair for the first time.
Finally – a destination for shoes that don’t compromise on comfort or style. Alyasra redefined footwear retail with Comfort Zone, our own multi-brand concept.
The opening of ONTIME in Saudi Arabia marked our first step beyond Kuwait – bringing Alyasra’s signature curation of timepieces to a new market.
ECCO took its first steps in Saudi Arabia while Alyasra made a strategic leap into Iraq – introducing ONTIME, Triumph, and ECCO to a new market, proving our brands could thrive anywhere.
We brought DKNY back to the UAE, where we saw the need for that blend of New York edge and wearable style, marking the start of DKNY's next chapter in the region.
DKNY arrived in Doha, bringing its New York style to a new market. Another milestone in Alyasra’s expansion as the brand’s first Qatari location opens.
Alyasra made waves across the GCC: DKNY debuted in Saudi Arabia and Bahrain, ONTIME arrived in the UAE, and Jeddah welcomed Trinkets, our new multi-brand concept. Three markets, three strategic, and successful, entries.
We’re growing fast, expanding brands, entering markets and opening doors.
More stores. New brands. Additional markets. This year saw our relentless expansion with new stores, premium brands, and untapped markets.
Alyasra welcomed classic American shoe brand Cole Haan to its portfolio.
Alyasra Fashion unveiled its newest concept 'O', bringing curated lifestyle and accessories to Kuwait.
Alyasra Fashion introduced Cole Haan to the UAE with three strategic openings, bringing the brand’s signature American heritage and innovation to the Gulf for the first time.
Alyasra Fashion expanded its portfolio with two distinctive additions: Sam Edelman’s effortless American cool and Falke’s precision-made European legwear.
Marc Jacobs was welcomed into Alyasra’s premium fashion division, introducing irreverent New York glamour to the region’s most discerning closets.
Banana Republic entered Kuwait with its easy, polished style. Meanwhile, ISAIA brought Naples' finest tailoring to Gulf wardrobes.
Alyasra introduced Athleta - bringing activewear that actually performs to Kuwait's fitness scene.
Alyasra brought the sustainable comfort of Allbirds to the region, because even the most eco-conscious feet deserve smart design.
We're now a billion-dollar company across 6 countries.
We represent 60+ of the world’s most exciting brands.
But walk into any Alyasra store and you'll find the same thing: people who care deeply about bringing you only what's worth your wardrobe.
When Ahmad Alsager helped launch Alyasra Foods in 1988, followed by Alyasra Fashion in 1993, he didn’t just expand the family business – he redefined what Gulf retail could become. Today, as Chairman of both divisions, his entrepreneurial vision and deep GCC market expertise remain the driving force behind the Group’s success.
For over three decades, Ahmad has blended traditional values with bold innovation – his sharp instincts for quality and emerging trends steering Alyasra’s growth while maintaining its founding principles. That rare ability to honour heritage while embracing progress continues to shape the company’s direction.
Ahmad Y. Alsager – Co-Founder & Chairman
Mohamed Alsager shaped Alyasra Fashion’s most iconic success stories. He built ONTIME into the region’s premier watch destination, pioneered the multi-brand footwear concept with Comfort Zone, and negotiated landmark deals bringing MaxMara, DKNY, and Cole Haan to Gulf wardrobes.
Mohamed Y. Alsager – Co-Founder & Vice-chairman
At Alyasra Group, we lead like a family – because we are one. For over 60 years, our philosophy has blended timeless values with forward-thinking vision to create something rare in business: a company that grows without losing its heart.
