As the luxury retail landscape in the Middle East continues to evolve, Ingie Chalhoub, founder and president of the Etoile Group, is at the forefront of this transformation. With plans for 60 new projects underway, including boutique openings and brand introductions in Bahrain, Chalhoub’s vision for navigating the complexities of the luxury market reflects a deep commitment to sustainability, digital innovation, and personalized customer experiences.
In an exclusive interview, Chalhoub outlined how Etoile Group is adapting to the shifting paradigm in luxury retail, highlighting the importance of sustainable practices and digital transformation. “Etoile Group remains focused on growth and expansion into key markets in the Middle East, underpinned by an ongoing commitment to digitalization and sustainable practices,” she stated. With the introduction of new boutiques in Bahrain on the horizon, the group aims to expand its reach and solidify its presence in the retail sector.
Chalhoub emphasized that the global trend towards sustainability is becoming increasingly relevant in the Middle East, especially among younger consumers from Generation Z and Generation Alpha who are more eco-conscious than ever. “Consumers are increasingly aware of the environmental and ethical implications of their fashion choices,” she noted, citing the example of Chanel’s ambitious sustainability targets aimed at reducing their carbon footprint and shifting to renewable energy.
The Etoile Group is proactively aligning itself with global sustainability initiatives, including the Fashion Pact, which focuses on reducing the industry’s environmental impact. “A sustainable future is about educating the next generation,” Chalhoub said, revealing plans to nurture emerging designers through a new partnership with Dubai’s Fashion and Design Institute starting this year.
Digital transformation is another crucial aspect reshaping the luxury retail experience. Chalhoub pointed out that investment in both digital and physical environments is allowing customers to engage with products and make purchases in ways that align with their lifestyles. “To ensure relevancy with the digital-savvy consumer in the region, Etoile Group is expanding its omnichannel presence and innovating the e-commerce experience for Etoile La Boutique,” she explained, underscoring the need for increased interaction and engagement with clients.
Alongside innovative digital strategies, the concept of experiential retail is gaining traction in the Middle East. Chalhoub highlighted that nearly 49% of shoppers believe that stores should offer unique experiences beyond mere products. This shift is exemplified by exclusive offerings like Tod’s ‘Tod’s Passport,’ which integrates technology to enrich the customer experience by providing transparency and authenticity regarding product origin and craftsmanship.
Personalization is also a key driver in the luxury retail sector. Chalhoub noted the increasing importance of data in creating tailored customer experiences. “Luxury fashion is evolving into a realm where customers seek unique, customizable pieces,” she pointed out. Etoile Group’s designers are responding with exclusive collections crafted specifically for significant cultural moments, such as Ramadan, further enhancing the personal connection between brands and consumers.
As the Etoile Group continues to forge ahead with its ambitious growth plans, Chalhoub’s insights highlight the vital role that sustainability, digital transformation, and personalization will play in defining the future of luxury fashion in the Middle East. With its pioneering spirit, the Etoile Group is set to not only evolve but also lead the way in creating a more responsible and engaging luxury retail experience for consumers in the region.
