The history of Sacoor Brothers

Timeline

• 1989
  • Then called “Modas Belize,” the first store opened in Rua Pascoal de Melo, Lisbon, on the 15th of November, 1989. The previous owner left a special request, that the brothers would carry on the legacy of his family business by using the branded bags he had left behind.
• 1990
  • Soon after launching their business, the brothers travelled to Florence, Italy to attend their first Pitti Uomo, the most important International event for menswear, men accessories collections and launches of new men fashion projects. This was when the idea to develop a high quality product that would target an upper class of Customers. Attention to the product and service excellence were the main focus since day one.
• 1991
  • The Sacoor Brothers loyalty card was a pioneer in the Portuguese market and provided its Customers with access to a range of novelties, discounts and services. Then, cards were mailed directly to the Customers’ address.
• 1992 
  • The brand reaches out and starts partnerships with Portuguese celebrities, public figures and with the prominent TV channel SIC. Well-known national football players and famous TV hosts such as Simão Sabrosa and Jorge Gabriel, along with fashion models, journalists and Hollywood actors became part of the brand’s marketing communications.
• 1993
  • A second store opens in Lisbon, located in a typical family Portuguese neighborhood. The new location is 200 square meters, which helps the brand gain further projection, by offering a wider variety of products as well as an improved Customer service. Not only was this space a fully functioning store, it also served as a warehouse and the firm’s first office space.
• 1997
  • The first shopping mall store is only 29 square meters and inaugurates in Lisbon’s Colombo shopping center, the biggest shopping mall in Europe at the time. This step projected the brand even further, so much so that the lack of experience in managing a business in such a high footfall venue resulted in the entire shirts collection projected for the season being sold out in just 15 days after opening. This was an obvious sign that much work had to be done to improve sales forecasts, logistics and organization, but more importantly it showed there was a positive demand from Customers.
    
    In the same year, Sacoor Brothers noticed a major success of its iconic shirts with big inmprints of mices and bears. A unique model of shirts that marked a whole generation. 
• 1998
  • Until then, not all stores were capable of accommodating an in-house tailor to fulfill Customers’ fitting requests. For this reason, tailoring requests began to be centralized in Lisbon to quickly respond to Customers. Renewing the stores was meant to improve the service provided to Customers as well as to highlight the quality of the tailoring service.
• 2000
  • Having Customer service in mind, the firm started auditing its stores. Over the years, audit reports became an important evaluation tool that helps Sales teams to maintain the stores’ image and service quality always at their best.
    
    The national expansion of the business began in the city of Porto, nominated several times as European Capital of Culture. The first store out of Lisbon was in Norte Shopping. This obliged the business structure to consider a hefty investment in logistics as well as standardization of processes and procedures. A tight control has always been made to ensure that any new stores opened under the Sacoor Brothers name were delivering the same high quality.
• 2001
  • After 1 year of research on the fashion retail market for women, the brand decided to invest in the Sacoor Woman line. The elegant and sophisticated Portuguese actress and TV host Catarina Furtado accepted the brand’s invitation to become the first brand ambassador for this line. Several celebrities followed, including stars like Sarah Wayne Callies, Khandi Alexander, Rachel McDowall, Irina Shayk and Ana Beatriz Barros.
    
    New stores were opened specifically to carry the Sacoor Woman line:
    Colombo Woman, Lisbon, Portugal
    Norte Shopping Woman, Porto, Portugal
    Shopping Via Catarina Woman, Porto, Portugal
    
    An agreement was established with FC Barcelona and Sacoor Brothers became their “Official Suit Supplier.”
    
    It was also in 2001 that the company decided to create the Sacoor Oscars event, which celebrates not only the brand's anniversary but also gives all employees the opportunity to participate in a glamorous night, where the Sacoor Oscar awards are awarded to employees in 25 different categories. 
    
• 2002
  • As the business grew, so did the operations and the brothers felt the need to invest in a bigger office. The Talaíde Park office was created and is still today where the business has all the operations that maintain the business across Europe. 
    
    Moez Sacoor, the youngest of the four brothers, was honored with the awards of “Young Marketing Professional” and “Personality of Fashion Marketing”. These awards, given by the Portuguese Association of Marketing Professionals, showcase the best examples of excellence, best practices and innovation in Marketing in Portugal.
• 2003
  • The visual look of all shops is redesigned and new services are included in the shop floor, such as: Tailoring room, Sacoor Coffee and Live Music (classic piano). Inspired by a New York City loft, the shop floor becomes more comfortable and inviting for Customers. The new aesthetics also pushes the quality of the brand even further. A new social responsibility program called Hand-in-Hand is launched as a way for the brand to be actively engaged in solidarity actions aiming at improving the overall quality of society. Employees are motivated to promote a positive attitude and to give back to those in need. 
• 2004
  • Sacoor Outlet is created as a new business concept, in order to help reduce leftover stock of the organization, and celebrated the opening of the first outlet store in Freeport, Portugal. The goal was to offer stock of previous collections at a more attractive price to all Customers. A specific collection was later created to be sold through this channel.
    
    Sacoor Brothers was awarded the Entrepreneurship Award by INSEAD’s Alumni Association. INSEAD is one of the most prestigious business schools in the World. This award distinguishes best practices in business, successful entrepreneurs and innovation in management. The brand has also received an honorable mention by INSEAD for its business practices.
    
    Moez Sacoor was honored with both a Golden Globe for Merit and Excellence in the Field of Economics and a Golden Globe for Revelation. The Golden Globes are given annually in Portugal since 1996 by the Portuguese TV channel SIC and Caras magazine. The prizes aim to reward various areas of art and entertainment in the country, from theatre, sports, through film, fashion and music.
• 2005
  • To celebrate its 15th anniversary, the brand restyles the look of the Customer card and creates three membership tiers – Silver, Gold and Platinum. 
    
    New stores:
    Madeira
    Madeira Forum Shopping
    
    Sacoor Brothers becomes the “Official Suit Supplier” of SL Benfica, one of Europe’s major football clubs.
    
• 2006
  • Sacoor Brothers adopts the greyhound as its logo, after having a Maple Leaf for several years. The greyhound proudly symbolizes elegance, poise and nobility, as a way to reinforce the upscale positioning of the brand.
    
    Malik and Moez Sacoor receive an honor of Order of Merit from the President of the Portuguese Republic, Jorge Sampaio. The Order of Merit seeks to distinguish leading figures for the valorization of Portugal.
    
    New brand ambassadors chosen to represent the brand:
    Adam Rodriguez – American actor from CSI Miami
    Khandi Alexander – American actress from CSI Miami
• 2007
  • Sacoor Brothers started its international expansion in Spain and the UAE. The first store opened in Dubai’s Festival City Shopping Mall. The brand also opens stores in Bilbao and Barcelona, Spain. Other stores followed in Seville, Brussels, Quichinau, Madrid, Bucharest, Oman and Bahrain. - 2008
    
    Sacoor Brothers becomes the “Official Suit Supplier” of FC Porto, one of Europe’s major football clubs.
• 2008
  • Sacoor Brothers expands its sophistication and excellence in Europe by opening its first store in Brussels, Belgium.
    
    New brand ambassadors chosen to represent the brand:
    Adam Rodriguez – American actor from CSI
    Miami Eva LaRue – American actress from CSI Miami
• 2009
  • New brand ambassadors chosen to represent the brand:
    Sarah Wayne Callies – American actress from Prison Break
    William Fichtner – American actor
• 2010
  • Sacoor Brothers is nominated for Ernst & Young Entrepreneur of the Year 2009
    
    New stores:
    Deira City Center, Dubai, UAE
    Dubai Mall, Dubai, UAE
    Dubai Outlet, Dubai, UAE
    Marina Mall, Dubai, UAE
    Mirdif City Centre, Dubai, UAE
    360 Mall, Kuwait City, Kuwait
    
    Rob Lowe, American actor and a symbol of elegance and sophistication is the new brand ambassador for the Winter '10 and Summer '11 collections
• 2011
  • Sacoor Brothers receives the award of 100 Best Companies to Work for by Exame managize.
    
    Moez Sacoor accepts a Mercúrio Award for the Best in Commerce in Portugal.
    
    A second agreement was established with FC Barcelona and Sacoor Brothers became their “Official Suit Supplier”.
    
    New stores:
    IBN Battuta Mall, Dubai, UAE
    Mall of the Emirates, Dubai, UAE
    
    Chris O’Donnel, American actor, is the new brand ambassador for the Winter '11 collection.
• 2012
  • Sacoor Brothers is recognized in the "Excellence at Work" awards. The brand achieved the first place in the Retail industry and the top 10 among major Portuguese companies.
    
    New stores:
    Al Ain Mall, Al Ain, UAE
    Al Wahda Mall, Abu Dhabi, UAE
    Mercato Mall, Dubai, UAE
    Raffles City Center, Singapore
    Pavillion, Kuala Lumpur, Malaysia
    
    The first move of the brand to expand towards the Far East, opening its first stores in Malaysia and Singapore.
    
    William Baldwin, American actor, is the new brand ambassador for the Winter '12 and Summer '13 collections.
• 2013
  • A new career development program is launched for all front-office staff. This program includes a Welcome training, Specialties training, Basic training and CPO. Its structure was developed to help people develop their careers even further.
    
    Moez Sacoor received the Marketeer award for Beauty and Fashion.
    
    The Lisbon’s office goes under renovation.
    
    New stores:
    Galleria, WTC and Marina Mall, Abu Dhabi, UAE
    Sahara Centre, Sharjah, UAE
    Dubai Outlet 2, Dubai, UAE
    IMM and Westgate, Singapore
    Ezdan Mall, Qatar
    Johor Outlet and KLCC, Malaysia
    
    The company receives the award of best place to work in and positions itself in the ranking of 100 best companies to work for according to the Exame magazine.
    
    Patrick Dempsey, the charming American actor, is the new brand ambassador for the Winter '13 and Summer '14 collections.
• 2014
  • Sacoor Brothers opens stores exclusively for kids. This new store concept is born in the Middle East and includes details like a tent, tablets and a bar service dedicated to a younger audience, for boys and girls from 2 to 12 years young.
    
    Pop-up stores were also a new concept created to explore new markets and spaces on a limited budget.
    Several store rennovations took place in Portugal (including the first Outlet store in Freeport) and a new Office in Dubai is innaugurated.
    
    Irina Shayk, famous model, joins Patrick Dempsey to introduce Sacoor Brothers’ Summer '14 collection.
    
    Sacoor Brothers solidifies its leading position as one of the best companies to work for in Portugal, being part of the Top 100 companies to work for according to Exame magazine.
    Sacoor Brothers receives the SME Excellence Award 2013.
    
    New stores:
    Bahrain City Centre, Bahrain
    Amoreiras Shopping Center, Lisboa, Portugal
    
    Sacoor launches the Sacoor Beat, an important internal communication tool to keep everyone up to date with new business achievements.
• 2015
  

  • Sacoor Brothers launches a new brand and store concept, Sacoor One. In Sacoor One you have the option to combine, coolness and trends to new designs. Comfort, quality and unique items define us. We have now 8 stores worldwide, with presence in Portugal, Malaysia and UAE. Inspired in a loft concept in Soho New York, in Sacoor One store you will feel at home. In our lofts, you can express your individuality with good taste and style.
    
    The Sacoor Challenge – a seven week program created to integrate people from outside the company – was created. People received intense training and become qualified to become an Operations Coach in any part of the World. Six of the eleven participants were internationals.
    
    Sacoor Brothers received the Excellence Award for Human Resources in Portugal, being part of the Top 10 companies.
    
    Sacoor Brothers continues to be part of the Top 100 companies to work for in Portugal according to Exame magazine. It also achieved 10th in the Large Corporations category, a distinction that validated the work developed by all employees.
    
    Cristiano Ronaldo, best football player in the World, and Ana Beatriz Barros, Brazillian model, are the new brand ambassadors for the Summer '15 collection. They made a perfect match with the Portuguese heritage of the brand.​

• 2016
  • Sacoor Brothers starts offering free wi-fi access across all stores. Customers can now be informed about campaigns and new arrivals whenever they connect to our wi-fi.
• 2017

  • Sacoor Brothers Colombo Flagship store opens. A store with a new concept with barber shop, coworking space and a healthy bar.

     

• 2018
  • Sacoor Brothers online store opens. A new way to buy Sacoor Brothers clothes.
• 2019
  • Sacoor Brothers opened 9 stores
    
    3 in Portugal: Sacoor Brothers - Porto (NorteShopping), Sacoor Brothers - Oeiras (Oeiras Parque), Sacoor Brothers - Braga (Braga Parque)
    
    4 in Malasya: Sacoor Brothers (Sky Avenue), Sacoor One ((Johor Premium Outlet), Sacoor One (Sunway Pyramid), Sacoor Outlet women & kids pop-up (Mitsui Outlet Park)
    
    2 in Dubai: Sacoor Brothers (DIFC), Sacoor Brothers (Palm Mall);
    
    Became an official partner of the Millennium Estoril Open, dressing the staff and management and developing a limited Estoril Open collection.
    
    Became a partner of the Business Council for Sustainable Development (BCSD) Portugal - a non-profit association, which brings together more than 90 national reference companies - that assume the commitment to transition to sustainability, the main pillar of a modern society and balanced, capable of generating employment and wealth, while respecting nature and human rights.

    
    Was distinguished whit “Best Costumer Experience” by Middle East Brand Leadership Award 2019 and "Brands Reputation" Award by OnStrategy Portugal.