Chalhoub Group And Instagram Team Up To Develop Fashion Startups in KSA


The Greenhouse, Chalhoub Group’s space for innovation and entrepreneurship, and Instagram have teamed up to mentor and develop high-potential local fashion startups in KSA.

The initiative came from the “Fashion Lab” program launched by Chalhoub Greenhouse to promote corporate entrepreneurship and innovation and identify disruptive and innovative Saudi Fashion brands.

“Small businesses are the heartbeat of the Instagram community as Instagram remains the destination where people come to discover new talents and brands and purchase products, especially in Fashion & Beauty. During the pandemic, we focused on helping businesses thrive – telling their story and providing them with the tools to sell and flourish on the platform,” said Anna Germanos, Head of Consumer-Packaged Goods, Retail and eCommerce for MENA, at Meta.

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“And today, through Fashion Lab, we are reinforcing this commitment in Saudi Arabia, working with a like-minded, community-oriented Group, such as Chalhoub, to pool our knowledge, experience, and resources to help five promising fashion brands scale up their business, build strong brands in the Kingdom, and scale their reach beyond the region,” she added.

The program is an open innovation platform that integrates Chalhoub Group’s operational expertise with the insights of industry professionals to grow prospective Saudi brands and nurture the Saudi fashion talent. The brands have been given access to Chalhoub Group’s extensive retail network through “Muse Concept Store” in Riyadh Park including other online and offline channels to sell their products.

“Saudi Arabia has a fast-evolving fashion ecosystem driven by its young population and its amazing pool of talented designers. The Greenhouse launched the Fashion Lab earlier this year with an ambition of supporting and encouraging this ecosystem of great entrepreneurs and accelerating this truly home-grown entrepreneurial culture dedicated to the fashion industry and at the same time contributing to our own brands and concepts that serve our local customer,” said Dina Sidani, Chief Innovation Officer, Chalhoub Group.

For its first batch of start-up graduates, The Fashion Lab has chosen eco-conscious eyewear brand Cones and Rods, luxury bag brand Dania Shinkar and ready-to-wear brands NOMS, Proud Angeles and Kaf by Kaf. All five brands will be given immersive training on growing their business and will be guided through multiple aspects, including marketing, and retailing through digital and social media.

In addition, Instagram will be offering a series of workshops to enable the start-ups to leverage the full capabilities of its platform. These include best practices on media marketing, marketing tech, creative and content creation, as well as working with content creators, media reporting and performance measurement.

In addition, to increase the visibility of the brands, Instagram has teamed up with Saudi-based creators Abdullah Al Jumah, Abdullah Bakr, Elias Setta, and Lamia Al-Maliki to take on the role of brand ambassadors.