At DELIVER Middle East 2026, Andreu Marco, COO of Chalhoub Group, joined Laura Buckwell for a wide-ranging conversation on how luxury retail, beauty, and fashion are evolving across the Middle East. The session explored what it takes to deliver premium experiences at scale in one of the world’s most dynamic retail markets.

Chalhoub Group’s story spans seven decades, shaped by resilience, reinvention, and strong family values. From its origins as a family business to its position today as a leading luxury partner in the region, the group has continually adapted to political change, market shifts, and evolving consumer expectations, while remaining deeply rooted in the Middle East.

A key differentiator for Chalhoub Group is its deliberate focus on luxury, beauty, and fashion. Rather than diversifying into unrelated categories, the group has built deep expertise in these sectors, enabling it to serve some of the world’s most demanding luxury brands and consumers with consistently high standards.

One of the central challenges discussed was how to replicate the in-store luxury experience in ecommerce and last-mile fulfilment. Chalhoub Group trains delivery teams to the same standards as in-store staff, operates its own last-mile network, and prioritises speed, presentation, and professionalism to ensure that luxury expectations are met at the customer’s door.

The Middle East presents unique operational dynamics, from extreme weather conditions to 24-hour demand cycles during periods such as Ramadan. Andreu shared how Chalhoub Group designs its supply chain to accommodate overnight deliveries, high seasonal peaks, and the needs of both local consumers and international visitors.

Technology plays a critical role in connecting stores, warehouses, and digital channels into a single ecosystem. From advanced order management to AI-driven demand forecasting and personalised digital experiences, Chalhoub Group is investing heavily in tools that improve visibility, efficiency, and customer satisfaction across the value chain.

Beyond growth, the discussion also addressed sustainability, circularity, and talent. Initiatives such as electric vehicle fleets, reuse of store fixtures, and the development of pre-loved luxury offerings reflect Chalhoub Group’s commitment to reducing environmental impact while maintaining a premium experience.

Looking to the future, Andreu highlighted the importance of continued innovation, collaboration, and adaptability. With Dubai positioned as a global logistics and retail hub, Chalhoub Group aims to remain at the forefront of luxury retail transformation, combining operational excellence with technology and customer-centric design.