Majid Al Futtaim’s Lifestyle division is fast-tracking its regional expansion with a strategic emphasis on digital advancements, omnichannel solutions, and forming robust brand partnerships. Recently, the firm has strengthened its alliance with Abercrombie & Fitch Co. and launched dedicated e-commerce sites for both Abercrombie & Fitch and Hollister in Saudi Arabia and Qatar, pointing to a new chapter in its retail strategy that combines global standards with local insights.
As consumer preferences shift and regions like Saudi Arabia witness a surge in demand for fashion and lifestyle products, Majid Al Futtaim Lifestyle is harnessing data, technology, and cultural relevancy to redefine contemporary retail practices in the Middle East.
In this discussion, we engage with Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, about how the company is navigating omnichannel transformation and adapting to regional trends — from the emphasis on sustainability and personalization to the increasing interest in culturally relevant, experience-driven retail.
The enhanced collaboration with Abercrombie & Fitch Co. and the launch of dedicated e-commerce platforms in Saudi Arabia and Qatar reflect a significant milestone. What does this indicate about Majid Al Futtaim’s long-term retail vision in the region
This expansion underscores our commitment to forging sustainable, strategic partnerships that deliver value to both brands and consumers. Our longstanding relationship with Abercrombie & Fitch Co., now entering its 16th year, serves as a blueprint for sustainable growth founded on trust, a shared vision, and the ability to adapt to consumer expectations.
Introducing dedicated e-commerce platforms in Saudi Arabia and Qatar for Abercrombie & Fitch and Hollister is a natural evolution in our journey. It allows us to engage customers more effectively, providing a seamless omnichannel experience that fuses physical retail with digital ease. This strategy is integral to our long-term retail vision, blending global brand excellence with profound regional insights.
Our aspiration as a preferred retail partner is to cultivate an environment where brands can flourish, customers feel valued, and innovation delivers tangible benefits. The partnership with Abercrombie & Fitch Co. exemplifies this vision in practice.
Saudi Arabia has emerged as a pivotal market for lifestyle and fashion retail. How do local consumer preferences and digital engagement shape your approach to e-commerce and physical locations
At Majid Al Futtaim, we leverage sophisticated analytics across our network of stores and platforms to gauge customer behavior at the market and individual store levels. For instance, purchasing trends are adjusted to align with the unique preferences of various communities. If data indicates that consumers in Riyadh prefer neutral colors, our buying team modifies product assortments accordingly, ensuring each store resonates with the local lifestyle and aesthetic.
This data-driven philosophy also influences how we craft and localize brand experiences. Recently, Abercrombie & Fitch launched its inaugural exclusive Middle East collection, featuring its iconic logo rendered in Arabic – a first for the brand globally. This showcases our ability to unite global brand heritage with cultural relevance, using insights and innovation to genuinely connect with our customers.
Innovation is intrinsic to our ability to anticipate and respond to changing consumer preferences. By utilizing data, technology, and insights, we adapt to evolving behaviors, from the rise of digital-first shopping to the increasing demand for meaningful, localized experiences. It’s about transforming insights into actionable strategies and crafting retail experiences that are both personal and purposeful.
Omnichannel retail is becoming increasingly vital. How is Majid Al Futtaim merging online platforms with in-store experiences to create a cohesive customer journey
At Majid Al Futtaim, we perceive online and offline not as distinct channels but as a unified ecosystem crafted solely around the customer. Our objective is to engage customers where they are—whether on their mobile devices, in-store, or through our SHARE loyalty program.
Across our 100-plus stores in six Middle Eastern markets, we observe how each channel enhances the others, facilitating mutual growth and improving the overall customer experience. When we launched e-commerce platforms for lululemon in the UAE and Saudi Arabia to complement our over 25 physical outlets, we noticed a revenue increase of over 10 percent in the first year, clearly demonstrating the effectiveness of seamless integration.
Through our omnichannel framework, customers can discover products on Instagram, make online purchases, collect items in-store, and accumulate SHARE points throughout our vast ecosystem, which spans fashion, entertainment, and dining. This interconnected experience offers consistency, convenience, and personalization at every interaction.
Our store teams are essential in realizing this ecosystem. For example, educators at lululemon utilize digital tools to access customer preferences, purchase histories, and real-time stock levels to deliver personalized services. Similarly, Abercrombie & Fitch’s new e-commerce platforms in Saudi Arabia and Qatar replicate the premium in-store experience, integrating convenience, localization, and storytelling.
To us, omnichannel transcends technology; it’s about alleviating friction, strengthening loyalty, and fostering emotional connections. The future of retail rests with brands that offer seamless connections, not disjointed experiences.
When examining the broader Middle East, Levant, and North Africa, what trends are influencing retail and lifestyle sectors, especially in relation to sustainability, personalization, and consumer behavior
A significant evolution is underway in how consumers interact with brands, driven by sustainability commitments, personalization, and an enriched cultural identity. Today’s consumers are increasingly value-driven; they not only focus on their purchases but also on the purposefulness and accountability behind them.
Personalization has become vital in enhancing the customer experience. Through Majid Al Futtaim’s expansive ecosystem, including our SHARE loyalty program and advanced analytics capabilities, we can analyze customer behavior across various interactions and deliver relevant, intuitive, and rewarding experiences.
Combining personalization, purpose, and cultural relevance characterizes the upcoming era of retail in our region, which will be sustained by innovation, insight, and human connection.
Overseeing numerous global brands necessitates a delicate balance between global identity and local significance. How does Majid Al Futtaim ensure that each brand resonates with regional consumers while maintaining its global character
At Majid Al Futtaim, our mission is to help every global brand we represent prosper in the region by remaining faithful to its essence while establishing meaningful connections with local consumers. We accomplish this by understanding regional nuances and employing data-driven insights that allow us to tailor our approach at both the brand and market levels. The GCC region is remarkably diverse, where customers appreciate global quality and brand heritage yet expect relevance to their cultural context, lifestyles, and preferences. This is where our data-driven methodology proves invaluable.
For instance, within our range of over 25 Abercrombie & Fitch and Hollister stores, buying trends dramatically differ between Riyadh, Dubai, and Doha, illustrating the importance of local insight.
Cultural authenticity and respect are also paramount in building trust. We collaborate closely with our brand partners to maintain global values and quality standards while honoring local significance. This is exemplified by specially curated Ramadan collections, introductions of more modest silhouettes, and Abercrombie & Fitch’s first-ever Arabic logo, which honors the brand’s heritage while fostering emotional connections with consumers in the region.
By integrating data, cultural understanding, and collaboration, we ensure that all brands under Majid Al Futtaim are perceived as globally consistent yet locally meaningful.
As we look ahead, where do you identify the largest growth prospects for Majid Al Futtaim Lifestyle in terms of market opportunities, digital expansion, and emerging consumer segments
In the coming years, we have an ambitious growth plan that focuses on strengthening our core areas in Fashion, Home, Beauty, Specialty Retail, and our multi-brand endeavor, THAT. Our main aim is to enhance the performance of our existing brands, expedite digital transformation, and venture into high-demand categories aligned with consumer interests.
Saudi Arabia continues to be a pivotal market and will prominently feature in our growth strategy. The recent announcement of seven Majid Al Futtaim Lifestyle brands entering Diriyah Square, including the kingdom’s first Shiseido boutique, solidifies our position in one of the region’s rapidly changing retail landscapes.
We are also on the brink of introducing two new global brands to our portfolio, each catering to distinct lifestyle segments and reinforcing our strategy of sourcing top international names that complement our existing ecosystem. These additions signal our commitment to creating a diverse portfolio that showcases premier global retail in the region.
A significant instance of this strategy is represented in our reinforced association with Abercrombie & Fitch Co., featuring the launch of dedicated e-commerce platforms for Abercrombie & Fitch and Hollister in Saudi Arabia and Qatar, with future expansion plans into Egypt, Jordan, and Lebanon. This marks a crucial step in our digital and geographical expansion, linking iconic brands to new consumers via localized, omnichannel approaches.
Beyond mere expansion, our greatest opportunity lies in maintaining relevance and a deep connection with our consumers. As customer expectations shift, our focus remains on being agile, insight-driven, and purpose-focused, ensuring that we grow in both scale and the meaningful ways we engage, inspire, and serve communities throughout the region.