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Neon pink lighting and a logo featuring a skull and crossbones rabbit — the Psycho Bunny store in Mall of The Emirates is impossible to miss.
In 2023, the Montreal-based polo brand opened its doors in the Middle East for the first time in partnership with with Majid Al Futtaim Lifestyle which is led by CEO Fahed Ghanim
This marked the clothing line’s entry into the regional market, bringing its signature blend of suave and rebellious spirit to fashion enthusiasts in the Arab world.
Founded in 2005 by Robert Godley and Robert Goldman, Psycho Bunny has made a name for itself by seamlessly merging classic menswear aesthetics with bold, unconventional designs. The brand’s commitment to quality is evident in every piece. The line uses Pima cotton, known for its superior softness and durability, in their polos and tees, ensuring a luxurious feel and long-lasting wear. This unique combination has earned the label a dedicated following.
Fahed manages world-renowned labels across home, fashion, specialty retail, and multibrand concepts, covering retail stores across the GCC. Since joining Majid Al Futtaim Fashion in February 2018 as Chief Operating Officer, he has developed expansion strategies for high-growth markets and new concepts.
Throughout his career, Fahed has led acquisitions, successful IPOs, business transformations, and new brand launches, contributing to the growth of globally acclaimed brands like Bvlgari, Boucheron, Pomellato, Gucci, Harvey Nichols Dubai, L’azurde, LEGO, and Lululemon. He is a board member of multiple organisations and holds an MBA with distinction from ESCP Europe Business School.
Now, let’s dive into a conversation with Fahed about his experiences and vision for the future.
ICON: When scaling so quickly how do you keep innovative and creative?
Attracting talent – growth is significant only with the right people. We attract, but then also empower these talents. We don’t micromanage, we allow these talented people to create within our organisation. This is all part of a healthy culture, with a focus on physical and mental wellbeing. Also we find listening to our customers is important in influencing strategy. Our customer-centric approach and providing security for our talented team, has created results in even the most difficult conditions such as Covid – we grew 40 per cent during Covid!
ICON: What are you doing for digitalisation, outside of bricks and mortar stores?
Our benchmark is global, not regional, as our customers shop worldwide. We have developed an omnichannel mindset so that we can provide the freedom of choice. We’re 12 per cent digital and it’s profitable. We have invested in advanced analytics, AI and data scientists. This data-driven approach has provided us with use cases from which we develop with our planning, marketing, human capital and finance teams. The collaborative approach has provided us with many automation processes so that we can use our resources on innovation rather than administrative tasks.
ICON: Why Psycho Bunny?
It’s disruptive. There’s a lot of fatigue in the market right now and we found that Psycho Bunny provides a new energy. A lot of our customers used to shop this brand in Los Angeles. The brand is eccentric and comes with many unique value propositions to our customers. We always like to be ahead of the curve.
ICON: After the introduction of Psycho Bunny in your brand portfolio, where do you plan on taking MAF Lifestyle?
MAF Lifestyle has recently crossed the Billion AED milestone, and we sense this is barely scratching the surface. This company is a multi-billion part of MAF. We see growth still continuing in the UAE, and for growth to come from Saudi Arabia, Qatar and Bahrain. What we know is that if we deliver great moments we will continue delivering growth.
MAF and Fahed Ghanim are shaking up the GCC’s fashion scene with his fearless vision and bold moves. By unleashing Psycho Bunny’s rebellious charm in Dubai, he’s not just following trends — he’s setting them. More importantly, MAF is redefining what it means to be style-forward in the region with every daring step and as per Fahed, the future only holds greater innovation and excitement for him and the team.
EXPLORE THE PSYCHO BUNNY COLLECTION NOW
