Chalhoub Group Embarks on Digital Transformation with SAP and Microsoft Azure
SAP and Chalhoub Group, a leading luxury retailer in the Middle East, have entered into a strategic partnership to adopt RISE with SAP, hosted on Microsoft Azure. This collaboration is part of Chalhoub’s comprehensive digital transformation initiative, Transform Chalhoub, aimed at modernizing IT infrastructure, improving operational efficiency, and supporting the group’s ambitious expansion plans.
Key Milestone in Chalhoub Group’s Digital Journey
The implementation of SAP S/4HANA, SAP’s next-generation enterprise resource planning (ERP) solution, along with a suite of SAP retail and warehouse management applications, is central to the Transform Chalhoub initiative. This deployment will transition Chalhoub Group to a unified, cloud-based platform that provides real-time data, enhanced visibility across operations, and embedded Business AI capabilities to streamline processes, boost efficiency, and automate key tasks.
Leveraging AI to Enhance Operations
Dhouha Louati, Vice President of Transformation at Chalhoub Group, emphasized that the partnership with SAP allows the company to integrate AI-powered solutions to benefit customers, partners, and employees. Louati highlighted the close collaboration between Chalhoub, SAP, and Microsoft Azure to create a scalable, seamless system that enhances retail and distribution functions.
“With RISE with SAP, we are not simply upgrading our technology; we are fundamentally enhancing our approach to business,” said Louati. “This transformation will enable us to improve operations, from inventory management to customer engagement, empowering teams to deliver better value at every level.”
Optimizing Operations and Customer Experience
Emile Seferian, Director of Sales at SAP UAE, commented on the collaboration, stating that it will enable Chalhoub Group to connect its finance, retail, and distribution functions, strengthening customer experience, optimizing supply chain management, and facilitating data-driven decision-making across the company’s expanding network. SAP’s AI and automation capabilities will further enhance service levels and deliver value in every country where Chalhoub Group operates.
A Long-Term Partnership with Strong Business Outcomes
Seferian added that SAP is committed to supporting regional digital transformations, delivering tangible business results, and providing accelerated access to innovative solutions that drive operational excellence.
This agreement builds on the existing partnership between Chalhoub Group and SAP, with the group already leveraging SAP SuccessFactors for human resource management and talent development. The deal was signed during a ceremony in Dubai, UAE.
