In this episode of Commerce Talks with Alexander Graf, I sit down with Aurèlien Cuellar from Chalhoub Group to explore growth and innovation in the evolving GCC market. Aurèlien shares his journey from France to the UAE, highlighting his extensive experience in consulting and technology. We delve into Chalhoub Group's unique role in the Middle East, particularly their partnership with luxury brands like LVMH. Aurèlien discusses the challenges and opportunities of creating a seamless omnichannel experience in a rapidly changing region. We also touch on the allure of Dubai as a business hub and its dynamic growth, offering insights into the future of commerce in the Middle East. Join us for an engaging conversation that uncovers the intricacies of retail and distribution in this vibrant market.