Mission

To offer high-quality, locally made clothing that combines global trends with accessible, inclusive fashion for everyday life.

Vision

To grow Fluo into a leading regional fashion brand known for quality, diversity, and affordability.

Our Story

1994: The Beginning

It all started in 1994 when Nabil & Zeina, a passionate young Lebanese couple, left their technical and teaching jobs in post-war Lebanon to invest all their savings into a women’s clothing store, Fluo. Inspired by the vibrant Parisian fashion scene, we sourced our initial collections from French wholesalers. Our first boutique in Mansourieh was modest, yet it set the foundation for what would become a beloved brand in Lebanon.

2000 - 2001: Growth and Change

In 2000, we relocated to a bustling shopping area near Beirut, Mkalles 2000, opening a small store on the mall's outer façade. Just a year later, we expanded into a larger space, marking the beginning of our growth. These early years laid the groundwork for our commitment to providing stylish and affordable clothing.

2006: Expanding Horizons

By 2006, we opened a second store in Kaslik, a significant milestone for Fluo. This new location was larger, and our team grew to include dedicated employees—many of whom are still with us today. Our staff is the backbone of Fluo, and their commitment fuels our success.

2013: Introducing Fluo’s Own Collection

In 2013, we expanded our Mkalles store to an impressive 800 m², marking a new era for Fluo. We began producing our own Fluo collection in Turkey, complementing our imports from Paris. Staying ahead of fashion trends has always been our priority, and we ensured our customers received timely, stylish offerings.

2019: Facing Challenges

October 2019 marked a turning point for Lebanon, as citizens took to the streets to reclaim their rights amid a severe political crisis. The economic turmoil led to currency devaluation and bank account freezes, resulting in months of closure for many businesses, including ours. However, we saw this as an opportunity for change and renewal.

2020: Resilience and Reinvention

In early 2020, the economic crisis in Lebanon made accessing our savings impossible, and we were faced with a critical choice: to close our doors or adapt. Driven by an unwavering commitment to our country and our team, Nabil and Zeina chose to innovate. We began crafting our own products using imported fabrics, launching a collection initially called "Fluo Fundamentals," which focused primarily on basics.

2020 - 2021: Embracing Change

The COVID-19 pandemic brought unprecedented challenges, but it also sparked our digital transformation. During months of complete closure, we focused on keeping our employees at the forefront of our concerns. This led to the creation of our social media accounts, allowing us to connect with our community like never before. Despite the difficulties, we expanded our team, welcoming digital marketers, cloth manufacturers, and fashion designers into the Fluo family.

2022: A New Chapter in Kaslik and Menswear

In summer 2022, we moved our Kaslik store to the seaside road at District K. The new two-floor location offers a more spacious and inviting atmosphere, with improved aesthetics and a prime position. This was also the year we expanded our brand to include menswear, further broadening our range and enhancing the shopping experience for all.

2023: Expanding Our Collection

2023 was a transformative year for us. Our personal line evolved from basics to a diverse range of clothing, making Fluo’s own designs the majority of our store’s offerings. This shift solidified our commitment to providing unique, locally produced fashion.

2024: Going Digital

In 2024, we took a big step forward by launching our website and online shopping platform, making Fluo's collection more accessible to everyone. This marks the beginning of a new era as we continue to grow both locally and beyond.

Thank You for Being Part of Our Journey

As we reflect on our 30 years, we are grateful for the loyalty and support of our customers. Fluo is not just a brand; it’s a community built on shared passion and resilience. Thank you for being an integral part of the Fluo family. 😊

Values

Craftsmanship & Quality: We take pride in our locally produced fashion, ensuring each piece reflects our commitment to high standards in fabric selection and production.

Affordability & Accessibility: We believe great fashion should be within reach for everyone, without compromising on quality or style.

Inclusivity: At Fluo, we celebrate diversity and strive to offer styles that empower all individuals to express their unique identity.

Community & Local Roots: As a brand with deep Lebanese roots, we value supporting local talent and contributing to the growth of our community.

Trend Responsiveness: We stay ahead of global trends to keep our collections fresh and relevant, bringing both timeless essentials and bold new looks.

Customer-Centric Approach: Our customers are at the heart of everything we do, and we are dedicated to creating a welcoming, enjoyable shopping experience—whether in-store or online.