As president of Virgin Megastore Middle East, Nisreen Shocair has overseen an impressive transformation of the brand.
Developing the traditional CD and DVD store into a wide-ranging music, video and multimedia entertainment destination, Shocair has changed the company’s target demographic and increased the number of items on offer, so much so that the Megastores are almost unrecognisable from a few years ago. Expansion throughout the region has enhanced the company’s standing, as has its new concept stores which offer a more lifestyle-angled shopping experience. Growing up in Nigeria, Shocair worked at Blockbuster and Sony before making her way to Virgin, and is also active in the development of start-ups.
