Cases Overview

The Chalhoub Group Greenhouse: from ideation to building an innovative business case


The Chalhoub Group has been the leading partner for luxury across the Middle East since 1955. As a leader in retail, distribution and marketing services based in Dubai, the group has become a major player in the beauty, fashion and gift sectors regionally.

In 2017, the Chalhoub Group co-created its digital transformation strategy with Duval Union Consulting. Ideation sessions, as part of this transformation journey, led to +30 innovative ideas for the Chalhoub Group to pursue. One of the ideas to come out of these ideation sessions was to collaborate with external start-ups and just a short year later, the Chalhoub Greenhouse was launched.

Duval Union Consulting guided Chalhoub from ideation to building the business case and eventually to the physical launch. The Greenhouse has 2 key activities: (1) a retail-tech accelerator to partner with scale-ups from all over the world and (2) a programme focusing on the intrapreneurs in the company to encourage everyone from the Chalhoub Group to submit their innovation ideas.