DUBAI, UAE: SAP and Chalhoub Group, a leading luxury retailer in the Middle East, have signed a strategic agreement to adopt RISE with SAP, hosted on Microsoft Azure, as part of a comprehensive digital transformation initiative named Transform Chalhoub. This move marks a key milestone in Chalhoub Group’s commitment to modernize its IT infrastructure, enhance operational efficiency, and support ambitious expansion plans across its global network.

As part of the Transform Chalhoub initiative, Chalhoub Group will implement solutions including SAP S/4HANA, SAP's next-generation enterprise resource planning (ERP) solution, and a suite of SAP retail and warehouse management applications. Through this deployment, the Group will transition to a unified, cloud-based platform with real-time data, greater visibility over its extensive operations, and embedded Business AI capabilities to streamline operations, improve efficiency, and automate tasks.

Dhouha Louati, Vice President - Transformation for Chalhoub Group commented, “Partnering with SAP on Transform Chalhoub enables us to leverage powerful AI-infused solutions that will benefit our partners, customers and employees. Our experts have collaborated closely with SAP and Microsoft Azure leveraging our combined industry and regional expertise to develop the foundation we need for a seamless, scalable, and integrated system that supports our retail and distribution functions. With RISE with SAP, we’re not just upgrading our technology; we’re enhancing our entire approach to business, from inventory management to customer engagement, enabling our teams to deliver value to our customers and partners at every level.”

Emile Seferian, Director of Sales, SAP UAE, commented, “We are proudly partnering with Chalhoub, one of the most distinct retail brands in the Gulf region, to enhance the Group’s digital transformation and seamlessly connect finance, retail, and distribution functions, strengthening end customer experience, optimizing supply chain management, and enabling dynamic, data-driven decision-making across their growing network. Through this long-term partnership, teams across the Group will leverage cutting-edge Business AI and automation capabilities, enhancing service levels and delivering greater value in every country where Chalhoub Group operates.”

Seferian added, “At SAP, we are committed to supporting the digital transformation of enterprises across the region, providing solid business outcomes, and enabling accelerated access to innovative solutions that drive operational excellence.”

This agreement, signed during a ceremony in Dubai, UAE, extends the existing partnership between Chalhoub Group and SAP, with the Group already using SAP SuccessFactors for human resource management and talent development.

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About Chalhoub Group

INSPIRE | EXHILARATE | DELIGHT

For over six decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. The Group, in its endeavour to excel as a hybrid retailer, has reinforced its distribution and marketing services with a portfolio of eight owned brands and over 300 international brands in the luxury, beauty, fashion, and art de vivre categories. More recently, the Group expanded its expertise into new categories of luxury watches, jewellery, and eyewear. 

Every step at Chalhoub Group is taken with the customer at heart. Be it constantly reinventing itself or focusing on innovation to provide luxury experiences at over 750+ experiential retail stores, online and through mobile apps, each touch point leads to delighting the customer.  

Today, Chalhoub Group stands for over 16,000 skilled and talented professionals across eight countries in the Middle East, whose cohesive efforts have resulted in the Group being certified as a Great Place to Work® in several countries. 

To keep the innovation journey going, the Group has set up “The Greenhouse”, which is not just an innovation hub, but also an incubator space and accelerator for start-ups and small businesses in the region and internationally. This is just one of the several initiatives taken by the Group to reinvent itself, catalysed by forward thinking and future proofing. The Group has also been embedding sustainability at the core of its business strategy with a clear commitment towards people, partners and the planet, and by being a member of the United Nations Global Compact Community and signatory of the Women's Empowerment Principles.