ASK GROUP X SANDS

ASK, chaired by His Highness Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan, joins SANDS as a strategic shareholder, reinforcing our long term vision and global expansion.

In a global luxury landscape defined by discretion, privileged access, and flawless execution, SANDS has established itself as a trusted platform for high value sourcing and private client commerce.

Today, SANDS announces a strategic partnership with ASK Group, chaired by Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan, marking a defining milestone in the company’s evolution.

This partnership reflects a shared ambition: to elevate SANDS from a leading luxury sourcing platform into a globally recognized force within the high value luxury and private client ecosystem.

By uniting SANDS’ expertise in curated luxury sourcing, bespoke private client advisory, and refined execution with ASK Group’s strategic investment vision, institutional experience, and global network, this partnership creates an elevated and enduring foundation for disciplined international growth and long-term value creation.

Far beyond a capital participation, this alliance is a strategic collaboration focused on strengthening market leadership, broadening international presence, and shaping the next chapter of SANDS’ growth. The partnership will support capital strategy, international expansion, and institutional relationships across key luxury corridors worldwide.

As the luxury sector increasingly shifts toward trust based networks and curated access, SANDS continues to reinforce its position as a gateway to the world’s most exclusive assets and opportunities.

The partnership with ASK Group signals a clear and confident ambition: to position SANDS among the emerging global leaders shaping the future of high value luxury commerce.

SANDS began its journey in the streets of Paris, where passion, curiosity, and a relentless pursuit of excellence shaped its DNA. From humble beginnings, every encounter, every curated experience, and every milestone contributed to the creation of a brand identity unlike any other, one defined by sophistication, discretion, and a dedication to serving the most discerning clients.

The call of the UAE was natural. A land of ambition, vision, and opportunity, it became the perfect stage for SANDS to extend its story. Here, the brand found a community that shared its standards and values, and a canvas where its vision for luxury could flourish.

ASK Group, rooted deeply in the heart of the UAE, brings to this partnership its own legacy of strategic insight and purposeful investment. Under the leadership of His Highness Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan, ASK Group oversees a diverse portfolio that spans luxury hospitality, wellness, lifestyle ventures, and sports. Its focus on long-term growth and visionary leadership aligns seamlessly with the ethos SANDS has cultivated over the years.

Together, SANDS and ASK Group blend history, heritage, and ambition to chart a bold path forward. This is a collaboration where local insight meets global experience, tradition meets innovation, and vision meets execution, setting the stage for extraordinary achievements.