Neo-Concept (NCI) International has officially announced the soft opening of its inaugural Les100Ciels store in the Middle East and North Africa (MENA) region. This significant event took place at The Galleria Al Maryah Island in Abu Dhabi on March 27, 2025. The opening symbolizes a major advancement in Neo-Concept’s journey, especially following its successful joint venture with Liwa Trading Enterprises.

Eva Siu, the Chairlady of the Board of Directors and Chief Executive Officer of NCI, emphasized that the new store is a true reflection of their commitment to expanding the Les100Ciels brand in the MENA region. She stated that the company is dedicated to delivering a shopping experience that embodies the essence of their brand, highlighting their focus on customer engagement and satisfaction in the retail market.