SOHO Middle East was incorporated in 2018 as the retail arm of Marya Group. SOHO operates businesses in different sectors across the UAE. Itâ€™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 Bloomingdaleâ€™s store and ABC Lebanon. It is also available on reputable online fashion e-commerce such as Namshi, Ounass, Bloomingdaleâ€™s. They expanded its luxury portfolio with a cool brand Amiri this year, store located in Mall of the Emirates.