Seddigi Holding's Mizzen
Seddiqi Holding's Mizzen and On partner to broaden the presence of Swiss sportswear brand in the Middle East
September 2024, Dubai, UAE: Mizzen, part of the Seddiqi Holding group, and On announced today that Mizzen has been chosen as the brand’s primary representative across the GCC and Jordan. As part of the agreement, Mizzen will develop the brand’s direct to consumer retail and regional e-commerce footprint to expand On’s presence and premium positioning in the territory.
Osama Ibrahim Seddiqi, Vice-Chairman at Seddiqi Holding, said: “The addition of On to our portfolio heralds a new era for our organisation, one that further reinforces our commitment to elevating the premium performance and movement category in the region. This is a milestone moment, as we collaborate closely to further On’s mission to ignite the human spirit through movement.”
In 2017, Seddiqi Holding established Mizzen with a vision to be the partner of choice for brands with untapped potential, captivating and inspiring diverse audiences through exclusive partnerships and joint ventures. Mizzen will collaborate with On to distribute and market the brand’s latest sportswear collections – from performance running and outdoor gear to training, tennis and everyday essentials via an integrated and multi-channel approach. The collaboration will offer customers in the region a 360-degree experience of On, involving retail stores, e-commerce, and presence in premium multi-brand retail destinations from Spring/Summer 2025 onwards.
Hassan Abdulmagied Seddiqi, a member of the Board of Directors at Seddiqi Holding, affirmed the collective vision driving this collaboration: “This collaboration with On is a game-changer for the regional premium performance and movement category, one that heralds innovation, connectivity, and experiences as we unite in our pursuit of excellence, one stride at a time. Our mission is to forge strategic alliances with the top malls and retailers to propel On's growth and solidify the brand’s position in sports.