The 14th edition of the Middle East Retail Forum (MRF) 2025, organised by RetailME Group, concluded today at the JW Marriott Hotel Marina in Dubai, unveiling a tech-first playbook that positions AI and innovation at the heart of retail’s next decade. Bringing together the region’s top retail decision-makers, visionary CEOs, disruptors, policymakers, and technologists, the forum explored how AI is transforming every aspect of the sector—from customer experience and inventory management to dynamic pricing strategies and retail media monetisation.
Under the banner of #CaptainsOfTheCart, the forum convened GCC’s retail leaders whose decisions are shaping consumer culture across the region. Collectively, they agreed that innovation, strategic investment, timely tech adoption, and delivering elevated customer experiences are essential to building a data-driven retail ecosystem designed for agility, emotional resonance, and long-term relevance.
While many brands continue to seek inspiration from Western markets, discussions highlighted how the East has become a global benchmark for retail and hospitality innovation. Super-app ecosystems, mobile-first commerce, and hyper-personalised service models are redefining the customer experience, providing the GCC with a wealth of strategies to emulate.
Retail in the GCC continues to expand rapidly, fuelled by urbanisation, tourism growth, and rising disposable incomes, with the sector maintaining a projected CAGR of 6.5% between 2023 and 2025. With nearly 60% of the population under the age of 30, and a growing base of tech-savvy, socially conscious consumers, the industry is transitioning towards new formats, channels, and experiences—from luxury malls to mobile-first direct-to-consumer models—resulting in a retail landscape that is layered, fluid, and increasingly hyper-personalised.
Opening with powerful keynote sessions, the forum set the stage for the highly anticipated CEO panel, Next is Now: #CaptainsOfTheCart, where leading retail executives shared insights into how they are shaping the industry today. John Hadden, CEO, Alshaya Group, said:
“Retail in our region isn’t just about preparing for tomorrow it’s about thriving in the now. At Alshaya, we view innovation not only through technology but also in the way we curate brands that matter. By introducing names like Chipotle, Primark, and Ulta Beauty, we are filling critical white spaces in categories where we were underrepresented. At the same time, we’re leveraging AI and building our own sales forecasting tools to make smarter, faster decisions that keep us ahead of the curve.”
Echoing this sentiment, Neeraj Teckchandani, Group CEO, Apparel Group, added:
“Localization is not just strategy its survival. Global formats must adapt to cultural nuances here, while homegrown brands have the credibility to expand abroad.”
The GCC’s positioning as a global shopping destination was underscored during the #GlobalCartsLocalStreets panel, where Anita Baker, Managing Director MENA, LUSH Cosmetics, remarked:
“Tourists and residents are converging in their choices. The GCC has become a pilgrimage not only for shopping but for experiences that blend global authenticity with local soul.”
Talent and technology emerged as twin enablers during the session Leading the Future: People + Pixels. Mouna Abbassy, Founder & CEO, IZIL Beauty, stated:
“Agility, adaptability, and empathy are what make retail teams future-ready. Investing in people capability is as strategic as investing in AI.”
The transformative power of AI was a central theme across multiple discussions, including Scaling AI Impact: Beyond the Pilot Plateau and Experience & Emotions: AI & Tech Journeys (#EmotionInMotion). Vishal Kapil, Group CTO, Mair Group, highlighted:
“AI is not just about technology adoption but about creating human-centric experiences that make retail more intuitive, predictive, and emotionally engaging.”
A key focus of the forum was how frontline workers are being empowered through AI to deliver operational efficiencies and enhance customer interactions, as highlighted by Harshdeep Jolly, Executive Director of Technology and AI, Al-Futtaim Group.
The agenda also spotlighted omnichannel transformation during Mastering Omnichannel: What’s Next for Unified Retail Experiences (#UnifiedAndUnstoppable), where experts discussed creating seamless customer journeys that integrate in-store, online, and mobile touchpoints. Quick commerce, retail media networks, and emerging digital-first engagement models also took centre stage, emphasising speed, personalisation, and deeper customer connections.
Experience-driven design was explored in Retailtainment Reloaded: Designing Spaces That Sell Through Experience, where Nancy Ozbek, General Manager, Mall Division, Sharaf Group, explained:
“Malls are no longer just retail hubs they are cultural stages where entertainment, community, and commerce converge to extend dwell time and inspire loyalty.”
The RetailME Startup Summit brought high energy to the day, featuring live pitch sessions where founders presented innovative ideas before an expert jury of retail, strategy, and investment leaders. Organised in partnership with Homegrown, the event provided startups with unmatched visibility and growth opportunities. Among the standout startups recognised for their disruptive ideas were Tchaba, Bumblebee, and Nohm, each awarded for their exceptional contributions to the retail ecosystem.
Entrepreneurship and resilience were front and centre during the D2C Townhall, where founders shared candid accounts of building direct-to-consumer brands. Nader Amiri, General Partner of Homegrown Ventures, said:
“The true spirit of entrepreneurship lies in resilience. What we heard today were not just business success stories, but journeys of grit, risk taking, and reinvention. These founders prove that direct to consumer brands are built not only on great products but on the unwavering determination to keep going despite setbacks.”
Closing the day, Sandeep Ahuja, Former MD & Group CEO, VLCC Group, added:
“Retention is not just about keeping customers, it’s about creating a product and experience so authentic that they return on their own.”