In addition to the studio, Saab managed two other activities:
Haute Couture activities: Saab was directly involved in all aspects of this line, from conception to production, sales and eventual direct contact with Haute Couture customers. While there was a manager responsible for this function, Saab insisted on being close to the customer, as he was convinced of the added value that this personalized service brought to his high-end customers.
Image and brand management: Another area in which Saab had direct involvement was the management of the brand, given that he essentially was the brand. He wanted to be involved in all decisions relating to brand communication. The Corporate Communications department implemented decisions made by Saab that fell under the business side of the company. Decisions for branding also involved the managing director and the Corporate Communications manager.