IRO, is an anagram of the French word for king. This is the story of two brothers Arik and Laurent Bitton who seized the opportunity to turn their name into a label, and did it in less than a decade. Since its creation, the brand is asserting itself and growing: a line of accessories, a men’s line in 2010. In 2006, IRO opened its first store in Paris, in the Saint-Germain district. Today, there are 6 Parisian stores and 4 corners in Bon Marché, Printemps and Galeries Lafayette, BHV. Globally IRO can be found in major cities such as New York, Los Angeles, Miami, London, Rome, Geneva, Madrid, Copenhagen, Amsterdam, Munich… The brand has 70 stores and 600 points of sale worldwide. From Soho to Los Angeles, London to Seoul, via Lebanon, Shanghai and Qingdao, Iro has imposed a style, this street cred as much adored by millennials as by their elders. Since December 2019, IRO is owned by Shenzhen Ellassay Fashion Co company, listed on the Shanghai Stock Exchange