Leading global law firm Baker McKenzie Habib Al Mulla has advised Mizzen, a wholly owned subsidiary of Seddiqi Holding, on its joint venture with Gentle Monster, the South Korean curated eyewear brand, and the launch of its flagship store in the Middle East.

Founded in 2017, Mizzen was established as part of Seddiqi Holding’s growth strategy to diversify beyond its core luxury watch and jewellery business through partnerships with innovative and disruptive brands. The joint venture with Gentle Monster will transform the retail industry and overall consumer experience in the Middle East, with its creative and unconventional eyewear products and retail spaces. Gentle Monster’s Middle East flagship store is located in the Dubai Mall.

The Baker McKenzie Habib Al Mulla team was led by UAE Head of Corporate and M&A Omar Momany along with associates Haya Massoud and Hazem Hebaishi. “The launch of Gentle Monster in the Middle East in partnership with Mizzen marks a one of a kind retail joint venture in the region,” said Omar Momany. “The consumer goods and retail sector in the Middle East remains notably robust as businesses seek to acquire innovative brands and provide a unique customer experience. We are pleased to have advised Mizzen on this strategic joint venture.”

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