Sustainable growth, innovation, digital transformation are crucial for our business: AZADEA Group CEO Said Daher

“At AZADEA Group, our vision is to become the world’s leading integrated retail and lifestyle destination, providing unparalleled experiences that inspire and delight our customers and people. We strive to blend physical and digital spaces, delivering unique experiences for our customers globally. We endeavour to enhance every aspect of our customers’ lives, from fashion to food, electronics to entertainment, ensuring quality, sustainability and innovation at every touchpoint, said CEO Said Daher.

Daher has played an integral part in the development of AZADEA Group, which was established in 1978. Today, AZADEA Group has presence in 13 countries including Algeria, Bahrain, Cyprus, Egypt, Ghana, Jordan, Kenya, KSA, Kuwait, Lebanon, Oman, Qatar and the UAE.

He was appointed as Director of Operations in 1995, Chief Financial Officer in 2000, Chief Operating Officer in 2005, and then Chief Executive Officer in 2008. He is a founding member and sits on the AZADEA Foundation Board.

Asked about his key learnings from running the business over the past decade, Daher said it would have to be the understanding that digital transformation is crucial, personalisation is key and the crucial importance of sustainability.

Under Daher’s leadership AZADEA Group has harnessed opportunities to drive sustainable growth, diversify offerings and continuously enhance customer experiences. This involves investing heavily in data analytics, cutting-edge technologies and digital transformation initiatives to optimise e-commerce platforms and in-store experiences. At the same time, the Group will be nurturing its restaurant division to cater to the growing trend of experiential dining.

Over the past 12-24 months AZADEA Group has formed several new brands partnerships including Flying Tiger Copenhagen, adidas & Reebok (Lebanon) and Anthropologie in 2021; BOSE (UAE) in 2022; and Legami, Venchi and Pierre Hermé in 2023.

“We understand that our growth is intertwined with the growth of our customers and communities. Therefore, our growth strategy focuses on enriching their lives by providing not just products or services, but a memorable shopping and dining experience that sparks joy and fuels their passion for an exciting lifestyle. We see every interaction as an opportunity to make a positive impact and every challenge as a steppingstone towards becoming a better, stronger AZADEA. In this ever-evolving market, we are not just growing; we are evolving, adapting and learning. We are constantly pushing boundaries, breaking new ground and setting new standards in the retail industry. This commitment to growth is not just about expanding our footprint, but also about empowering our people, pleasing our customers and positively contributing to society. Together, we are creating the future of retail and it’s an exhilarating journey we are proud to share with our customers, employees and stakeholders,” Daher stated.