SOHO Middle East was incorporated in 2018 as the retail arm of Marya Group. SOHO operates businesses in different sectors across the UAE. It’s main focus is in hospitality, luxury retail and beauty. In 2018, they introduced IRO, a premium fashion brand in Paris, to UAE and Lebanon. With stores located in the Dubai Mall, Mall of the Emirates and Downtown Beirut .IRO is also available in Bloomingdale’s store and ABC Lebanon. It is also available on reputable online fashion e-commerce such as Namshi, Ounass, Bloomingdale’s. They expanded its luxury portfolio with a cool brand Amiri this year, store located in Mall of the Emirates.