Which omnichannel strategy for the luxury sector in Saudi Arabia?

Created in 1952, the Franco-Saudi family group Al Malki represents more than 50 luxury brands (Estée Lauder, Lancôme, Chopard, Boucheron, Cartier…) in the Gulf. Faysal AlMalki, C.O.O. of the group gave G.R.N. an exclusive interview. He explained the development of luxury products and services in Saudi Arabia and the impact of COVID 19 on retailers and customers.

Dior Beauty was due to launch on the e-commerce market in 2022. Covid-19 has accelerated the timeline and it will now be available in 10 days. Today, if we do not include e-commerce, we are missing something, whether it is on our own or in a marketplace. Chanel Beauty was not previously represented by any online point of sale in the region. They are now partnered with Sephora and Faces (Chalhoub group).

Anne-Sophie Fernandes: Can you give a few figures on the retail activity of the Al Malki Group in the Gulf?
Faysal AlMalki: The family group Al Malki accompanies about 50 luxury brands in Arabia. My mother is French, my father is Saudi. So, I am Franco-Saudi, which helps a lot for the business because it allows me to have negotiations in French. It is now the 3rd generation that manages the company. In March, April and May 2020, our e-commerce (3% of the total turnover) has tripled compared to 2019. We are at 200% growth.