our brands
Our portfolio of brands features some of the biggest and trendiest names in the business,
each helping you get the most out of your lifestyle. 
Who we are

Elegance is an innate feeling reflected by the manner in which we dress… Although opinions differ as to how elegance is expressed, one thing is for sure. SERB is the retailer for elegance, featuring some of the most famous brands from the world of high fashion.

It requires only one visit to grasp a new perspective on elegance because words simply can’t express the feeling.

Our History

It all began in 1977, when Serb’s founders opened their first store in the Kingdom of Saudi Arabia, with an objective to bring high-end men’s fashion to the region.

From a modest beginning of a single store in 1977, the Serb network has expanded to 12 branches spanning the entire Kingdom. Serb was successful in bringing together some of the world’s premium brands, and putting them together under the same roof. The brands include the likes of Hugo Boss Black Label, Hugo Boss Orange Label, Hugo Boss Red Label, Faconnable, Paul & Shark, True Religion, Pal Zileri, Brioni, Van Laack and Fratelli Rossetti etc…

Serb’s performance is reflected in a consistent annual sales growth over the last ten years. This success can be attributed to a number of important factors, but the driving force has been our uncompromising and innovative marketing efforts. The introduction of our CRM program was a big success, but from the very first day, our intention was to befriend the customer. By always striving to engage in a more personal relationship with our customers, we can together learn to develop each individual’s unique fashion sense.

Our stores are located in the most renowned malls and main streets in the Kingdom which carry some of the most prestigious brands. Our neighbors include the likes of Giorgio Armani, Chanel, Tod’s, Chopard, Louis Vuitton and DKNY, to name but a few.

We provide our employees superior training, product knowledge and marketing support to ensure they have the knowledge and incentives to succeed in helping our customers.

Serb’s mission is to grow by bringing an unsurpassed selection and quality of merchandise to our clients.

Contact Us

Address: Khalidiah Building, Olaya
(near the computer market)


Riyadh: 011 464 0789
Jeddah: 012 669 4056
Khobar: 013 889 7865



Working Hours

Monday-Friday: 9:00 – 18:00
Saturday: 11:00 – 17:00
Sunday: Closed