Given that each of BinHendi’s many brands has its own dedicated store or stores, and that they cover a broad range of categories, the traditional approach would be to market each one individually. BinHendi magazine takes a different, more effective approach. It weaves these seemingly disparate elements together into a single luxury lifestyle publication. With information on everything from watches and jewellery to food and travel, the magazine complements the lifestyle of this discerning target audience. Distributed through stores and to key locations in Dubai, including apartments, villas, airport lounges and spas, BinHendi magazine demonstrates to readers how the company’s brands fit their lifestyle. And that drives sales.