For four Emmy award-winning seasons, HBO’s hit show Succession took viewers on a roller-coaster ride through the trials and tribulations of working for a family business. It chronicled an ugly battle between three siblings vying for control over the media empire established by lamentable patriarch Logan Roy. 

The show may have held up a mirror to some entrepreneurs’ uncomfortable family dynamics, but for Tara Gedeon and her brothers Michel and Malek, what Succession showcased is wholly unfamiliar to the reality they’ve experienced. 

The Lebanese siblings are currently leading the Gedeon Group, one of the Middle East and Africa’s biggest fashion distribution enterprises. With a portfolio of more than 50 of the world’s most recognisable premium brands, the Group helps bring the likes of Armani, Givenchy, Calvin Klein, adidas, and Tommy Hilfiger to consumers in the region. 

Michel is the Gedeon Group’s CEO, Malek its CFO, and Tara its Managing Director. And working with her brothers, she insists, is nothing like Succession. 

“Some companies might have that dynamic, but it definitely doesn’t represent us,” a smiling Tara Gedeon tells MADAME Arabia from the Group’s Beirut office. “I think it depends on the personalities of the siblings.” 

“In business, it can be very easy to get into conflict, but we have such a high level of respect for each other that we can communicate very openly and navigate challenges smoothly,” she elaborates. “Of course, being a family business, it never stops. We tried to have this rule about not bringing work into family birthdays and social gatherings, but it doesn’t work – all three of us are always thinking and talking about the business.” 

While the three siblings have a close relationship now, Gedeon admits that it wasn’t always smooth sailing during their childhood. 

“There were a lot of fights between us when we were kids, so I think my parents were a bit sceptical when it came to us working together,” she laughs. “But it’s such a natural thing that happens in most families. It was mainly conflicts between me and Michel, with Malek the middle man calming things down.”

Malek is Tara’s twin brother, meaning the pair share a particularly special bond. “Having a twin is the most amazing thing in the world,” Gedeon says. “We grew up together. We’ve had similar friends. We even lived together in London. We have different personalities, but we get along so well, and he’s the most important person in my life.”

“Honestly, working with my siblings is a unique and rewarding experience,” she adds. “There’s a deep level of trust, and it means we’ve built a very strong foundation of shared values. The positives far outweigh any challenges, and we complement each other in many ways.”

After completing her degree in Business Finance at the American University of Beirut, Gedeon moved to London to work for FIS, one of the world’s top FinTech companies. Living in South Kensington, she would commute each day to Canary Wharf, the UK’s world-renowned hub of business and finance. 

“London was an incredible experience for me,” she recalls.“In Lebanon, it was a very sheltered environment and community, and this made it a little difficult to adapt at the start. But I was in my early 20s and really loved having this immediate independence in my personal and professional life. London is such an exciting city. Every day, being surrounded by all these very ambitious and driven people – it was very motivational.” 

Five years after moving to the UK, she received a call that changed the course of her career. Michel had stepped up to be Gedeon Group’s CEO and he wanted Tara and Malek by his side in the boardroom. 

“I’ve always trusted Michel and his instincts,” she says. “He’s really a visionary who has a sixth sense for where things are heading. I said ‘yes’ without a second thought – it felt like the right moment and I was really excited to bring everything that I had learned abroad back to the family business. It’s the best decision I’ve made in my life.”

With a presence in more than 30 countries, Gedeon Group is a retailer, distributor, agent, and consultant that has established the fashion landscape across many countries in the Middle East and Africa. 

Tara Gedeon’s role as MD is to manage the company’s operations and sales, working closely with fashion brands. Right now, her major focus is on building the sports and lifestyle market in Africa. 

“I love working in fashion because it’s a fast-paced, evolving industry that allows me to be part of something creative and impactful,” Gedeon explains. “Fashion for me is more than just clothing, it’s a form of self-expression, culture, and identity and it connects people. 

“What excites me the most, is the opportunity to introduce new trends and create connections between brands and consumers and really shape how people experience style,” she continues. “We cover such diverse markets so we really need to be constantly adapting – understanding local tastes and tailoring our strategies to different cultures.” 

While the siblings are currently driving the company forward, Tara Gedeon is acutely aware that they would not have had the opportunity if it wasn’t for the entrepreneurial spirit of their grandfather Michel Sr and father Toni. 

Gedeon Group was founded by Michel Sr in 1949, with Toni later leading its global expansion as he forged robust partnerships with major luxury fashion houses like LVMH.

“My father taught us the importance of integrity and building a reputation based on trust,” says the Group’s Managing Director. “In the fashion industry, relationships are everything, and his commitment to honesty and transparency was really the foundation of his success.” 

“He’s so respected in the industry – when I meet people who have worked with him, they mention first how good a person he is,” she shares. “If you say his name at LMVH, for example, there is still so much respect there. That is such a testament to his character – and it’s really the reason for Gedeon Group’s success.” 

Working for a legacy company can be challenging, because there is often resistance to change when a company has built its reputation working in a certain way, in certain markets. Although Toni Gedeon did empower his children to put their own stamp on the family business, Tara recognises that with that trust comes major responsibility. 

This is something that the siblings take very seriously as they aim to bring their distinctive energy and refined sensibility to the organisation. 

“There is some pressure, because we feel that strong urge to be successful and to represent our family in the best way possible,” says Tara Gedeon, who, along with Malek, was included on the Forbes 30 Under 30 list for the MENA region for 2024. 

“But on a day-to-day basis, we are just so focused on doing the best job we can,” she concludes. “I think having the mix of young people with fresh ideas, alongside the expertise of the older generation, is so valuable for us. Perhaps most importantly, as a family business, we want to treat everyone in the organisation as part of that family. It is our name, but the company does not only belong to us.”