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Majid Al Futtaim Lifestyle is accelerating its regional expansion with a clear focus on digital growth, omnichannel innovation, and building stronger brand partnerships. Its latest milestone, an expanded collaboration with Abercrombie & Fitch Co. and the launch of dedicated e-commerce platforms for Abercrombie & Fitch and Hollister in Saudi Arabia and Qatar, signals a new phase in the company’s retail strategy — one that blends global excellence with local insight.
As consumer expectations evolve and markets like Saudi Arabia drive a new wave of fashion and lifestyle demand, Majid Al Futtaim Lifestyle is leaning into data, technology, and cultural relevance to redefine what modern retail looks like in the Middle East.
In this conversation, we discuss with Fahed Ghanim, CEO, Majid Al Futtaim Lifestyle, how the company is navigating omnichannel transformation, and staying ahead of regional trends — from the rise of sustainability and personalisation to the growing appetite for culturally attuned, experience-led retail.
The expanded partnership with Abercrombie & Fitch Co. and the launch of dedicated e-commerce platforms in Saudi Arabia and Qatar mark a significant milestone. How does this reflect Majid Al Futtaim’s long-term retail strategy in the region?
The expansion reflects Majid Al Futtaim’s commitment to building lasting, strategic partnerships that create value for both brands and customers. Our partnership with Abercrombie & Fitch Co., now in its 16th year, is a model of sustainable growth, built on trust, shared vision, and the ability to evolve with consumer expectations.
Launching dedicated e-commerce platforms in Saudi Arabia and Qatar for both Abercombie & Fitch and Hollister is a natural progression in that journey. It allows us to meet customers where they are, offering a seamless omnichannel experience that combines physical retail with digital convenience. This approach is central to our long-term retail strategy, integrating global brand excellence with deep regional insight.
As a retail partner of choice, Majid Al Futtaim’s goal is to build an ecosystem where brands can grow, customers feel understood, and innovation drives measurable impact. This partnership with Abercrombie & Fitch Co. is a strong example of that vision in action.
Saudi Arabia has become a key market for lifestyle and fashion retail. How do local consumer preferences and digital adoption influence your approach to both e-commerce and physical stores?
At Majid Al Futtaim, we use advanced analytics across our network of stores and platforms to understand customer behaviour at both a market and individual store level. For example, purchasing decisions are adjusted to reflect the preferences of each community. If data shows that customers in Riyadh lean toward neutral tones, our buying team adapts assortments, accordingly, ensuring each store reflects the lifestyle and aesthetic of its customers.
This same data-led approach extends to how we design and localise brand experiences. Abercrombie & Fitch recently launched its first exclusive Middle East collection, featuring its iconic logo translated into Arabic, a first in the brand’s global history. It’s a powerful example of how we blend global brand heritage with cultural relevance, using insight and innovation to connect with our customers authentically.
At Majid Al Futtaim, innovation is central to how we anticipate and adapt to evolving consumer preferences. By leveraging data, technology, and insights, we stay ahead of shifting behaviours, from the rise of digital-first shopping to the growing demand for meaningful, localised experiences. It’s about transforming insights into action and creating retail that feels both personal and purposeful.
Omnichannel retail is increasingly critical. How is Majid Al Futtaim integrating online platforms with in-store experiences to deliver a seamless customer journey?
At Majid Al Futtaim, we don’t view online and offline as separate channels, we see one connected ecosystem designed entirely around the customer. Our goal is to meet people where they are, whether that’s on their phones, in-store, or through our SHARE loyalty programme.
Across our 100+ stores in six Middle Eastern markets, we’ve seen how each channel amplifies the other, promoting mutual growth and enhancing the overall customer experience. When we launched lululemon’s e-commerce platforms in the UAE and Saudi Arabia to complement our over 25 physical stores, we saw an uplift in revenue of over 10 per cent within the first year, a clear testament to the power of seamless integration.
Through our omnichannel infrastructure, customers can discover a product on Instagram, purchase it online, pick it up in-store, and earn SHARE points across the entire
Majid Al Futtaim ecosystem, from fashion to entertainment to food. This interconnected journey delivers consistency, convenience, and personalisation at every touchpoint.
Our store teams also play a crucial role in bringing this ecosystem to life. For example, lululemon educators use digital tools to access customer preferences, purchase history, and real-time inventory, ensuring personalised service. Similarly, Abercrombie & Fitch’s new e-commerce platforms in Saudi Arabia and Qatar mirror the same premium in-store experience, blending convenience, localisation, and storytelling.
For us, omnichannel isn’t just about technology, it’s about removing friction, deepening loyalty, and creating emotional connection. The future of retail belongs to brands that connect seamlessly, not separately.
Looking at the broader Middle East, Levant, and North Africa, what trends are shaping the retail and lifestyle sectors, particularly regarding sustainability, personalisation, and consumer behaviour?
We’re seeing a powerful evolution in how consumers engage with brands, one that’s driven by sustainability, personalisation, and a renewed sense of cultural identity. Consumers today are more values-driven; they care not only about what they buy, but also about the purpose and responsibility behind it.
Personalisation has become central to the customer experience. Through the scale of Majid Al Futtaim’s ecosystem, including our SHARE loyalty program and advanced analytics capabilities, we’re able to understand customer behaviour across multiple touchpoints and tailor experiences that are relevant, intuitive, and rewarding.
This ability to combine personalisation, purpose, and cultural relevance is what truly defines the next era of retail in our region, one that’s powered by innovation, insight, and human connection.
Managing multiple global brands requires balancing global identity with local relevance. How does Majid Al Futtaim ensure each brand resonates with regional consumers while maintaining its global positioning?
At Majid Al Futtaim, our goal is to ensure that every global brand we represent thrives in the region by staying true to its DNA while meaningfully connecting with local audiences. We achieve this balance through a deep understanding of regional nuances, powered by data-driven insights that allow us to tailor our approach at both the brand and market level. The GCC region is incredibly diverse, and while customers here value global quality and brand heritage, they also expect relevance to their culture, lifestyle, and preferences. That’s where our data-driven approach comes in.
Across our portfolio, from lululemon to Abercrombie & Fitch, Hollister, LEGO, and THAT Concept Store, we leverage advanced analytics to understand local consumer behaviours at both a macro and micro level. These insights help us adapt assortments, marketing, and experiences to reflect what resonates most with each community. For example, within our network of over 25 Abercrombie & Fitch and Hollister stores, buying patterns vary significantly between Riyadh, Dubai, and Doha.
Equally, authenticity and respect for culture are critical to building trust. We work closely with our brand partners to ensure global values and quality standards remain consistent while embracing local relevance. We’ve seen this come to life through curated Ramadan collections, the introduction of more modest silhouettes, and Abercrombie & Fitch’s first-ever Arabic logo, a gesture that celebrates the brand’s heritage while connecting emotionally with customers in the region.
By blending data, cultural insight, and collaboration, we ensure that every brand under Majid Al Futtaim feels both globally consistent and locally meaningful.
Looking ahead, where do you see the biggest growth opportunities for Majid Al Futtaim Lifestyle in terms of markets, digital expansion, and emerging consumer segments?
Looking ahead, we have an ambitious development pipeline focused on strengthening our core pillars across Fashion, Home, Beauty, Specialty Retail, and our multi-brand concept, THAT. Our priority is to deepen the performance of our existing brands, accelerate digital transformation, and expand into high-growth categories where we see strong consumer demand.
Saudi Arabia remains a key strategic market for us and will continue to be a major focus of our growth agenda. With the recent announcement of seven Majid Al Futtaim Lifestyle brands entering Diriyah Square, including the first-ever Shiseido boutique in the kingdom, we are further cementing our presence in one of the region’s fastest-evolving retail landscapes.
We’re also introducing two new global brands to our portfolio to be announced very soon, each representing a distinctive lifestyle segment and reinforcing our strategy of curating leading international names that complement and enhance our existing ecosystem. These additions highlight our commitment to building a differentiated portfolio that brings the best of global retail to the region.
A key example of this strategy in action is our expanded partnership with Abercrombie & Fitch Co., which includes the launch of dedicated e-commerce platforms for Abercrombie & Fitch and Hollister in Saudi Arabia and Qatar, and opens the door to expansion into Egypt, Jordan, and Lebanon. This marks an important milestone in our digital and geographic growth, connecting these iconic brands to new audiences through localised, omnichannel experiences.
Beyond expansion, our greatest opportunity lies in remaining relevant and deeply connected to our customers. As consumer expectations evolve, our focus is on staying agile, insight-led, and purpose-driven, ensuring we continue to grow not only in scale, but in how meaningfully we engage, inspire, and serve the communities across the region.
