We’re proud to be the Middle East’s first B2B trade show focused on swimwear, resortwear, loungewear, activewear, and accessories.
SAND is more than just a trade show – it’s a networking platform designed to connect brands and retailers in am immersive environment. Our curated selection of brands spans swimwear, resortwear, loungewear, activewear, and accessories. With year-round sunshine, the categories at SAND are always in demand. Our goal is to help brands and retailers grow in one of the world’s most dynamic markets.
Dubai is becoming an epicentre of fashion, offering a wide range of retail opportunities, from resorts and malls to department stores, online shops, and independent boutiques. The city’s growth shows no signs of slowing down, as it continues to solidify its position as a global destination for both tourists and residents. As an international business hub, Dubai attracts affluent buyers, retailers, designers, and investors from around the world, creating the perfect environment for our trade show to unite brands and retailers globally.
Karim Hatab
Co-founder
Karim is a season fashion retail strategist and respected tastemaker in luxury and lifestyle brands. As a co-founder of SAND, Karim brings a unique blend of regional insight and international perspective to the fashion landscape.
He holds a Master's in Strategic Marketing from Imperial College London and whilst there gained his experience at a leading luxury marketing consultancy firm. Karim later returned to Lebanon to join prestigious Italian swimwear and lingerie brand La Perla as Marketing Manager, a role he continues to hold today. An integral contributor to the growth of the brand in the region, in his role he has honed his skills in strategic planning, pricing, advertising, and inventory management, while building a deep understanding of consumer behaviour across the Middle East.
In 2020 Karim took a significant step in his entrepreneurial journey by launching Hernada, a curated luxury e-commerce platform for international swimwear, resortwear, lingerie, and loungewear brands that stretches across the MENA region. The venture further cemented his position as a regional authority on premium resort fashion.
Iyad Grahne
Co-founder
Iyad is a marketing strategist and experience curator with a strong track record of delivering high-end, immersive brand platforms. As co-founder of SAND, he brings a global business mindset and a deep understanding of regional markets to the forefront of the Middle East's first luxury resortwear and swimwear trade show.
Iyad completed a Master's in International Marketing at King's College London. His early career was rooted in digital marketing and business development - skills that were sharpened further through the launch of his own boutique property buying agency in London, where he worked closely with high-net-worth clients from the Middle East seeking elite real estate opportunities.
His dual market experience allows him to move fluidly between Western and Middle Eastern business cultures, building meaningful connections with clients, brands, and retailers alike. Adept at navigating both digital and traditional channels, Iyad brings a commercially savvy, culturally attuned approach to everything he does.