Chalhoub Group operates more than 1,000 stores across the region and has led the luxury and beauty sector in the Middle East for over 70 years.

The challenge today is clear: how do you replicate the sensory, service-driven in-store experience within e-commerce and delivery?

For Marco, the answer lies in treating logistics as a brand touchpoint, not just an operational function.

Through brands such as Faces and Level Shoes, Chalhoub Group delivers in as little as 90 minutes — with delivery teams trained to the same standards as in-store staff.

Key elements include:

• Uniformed delivery teams trained in luxury service

• Sustainable packaging aligned with brand values

• Electric vehicles supporting environmental responsibility

• End-to-end control of the customer journey

The objective is consistency. Every touchpoint must reflect the brand’s premium positioning.

Marco emphasised that Dubai is uniquely positioned as a global logistics and retail hub.

Its infrastructure, connectivity and strategic location make it the natural home for supply chain innovation in the Middle East — and increasingly, for global brands looking to scale.

As luxury and beauty continue to grow across the region, Dubai provides the platform for omnichannel excellence at scale.

For luxury retailers, operational speed alone is not enough. The differentiator lies in combining:

• Service excellence

• Sustainability

• Technology

• Brand integrity

In this environment, logistics is no longer a back-office function. It is a core driver of customer experience and competitive advantage.

At DELIVER Middle East, leaders like Andreu Marco demonstrated how premium retail brands can transform supply chain into a strategic growth engine.