Omar Abuaisha is the Co-Founder & Co-CEO of Beech Undies, a premium men’s essentials brand built in the UAE and sold across the GCC. Founded in 2023, Beech is known for obsessive attention to comfort, fit, and durability—earning loyal customers and fostering a strong community around the brand. Prior to Beech, Omar was part of Sony’s Senior Management team, where he led the Product Marketing and held full ownership of the Cinema Line category, driving strategy, positioning, and go-to-market execution. Today, he brings that same category-lead discipline into entrepreneurship—building a brand that wins by sweating the details customers actually feel.