The Chalhoub Greenhouse Launches KSA’s First Fashion Lab to Nurture Saudi

Chalhoub Group’s initiative to promote corporate entrepreneurship and innovation to identify disruptive and innovative Saudi fashion brands.

  • Pairing entrepreneurs and fashion experts, The Fashion Lab  will focus on early-stage ventures and brands, which will receive up to USD 15,000 in funding 
  • The Fashion Lab is now open for applications  

Chalhoub Group, the leading partner for luxury across the Middle East, has announced the launch of  Saudi Arabia’s first-of-its-kind Fashion Lab to identify and boost innovative and disruptive Saudi fashion brands and support creative designers on their journey to becoming successful entrepreneurs.

An initiative of The Chalhoub Greenhouse, to promote corporate entrepreneurship and innovation, The  Fashion Lab 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 Saudi fashion talent.

The Chalhoub Greenhouse is looking into disruptive emerging brands focused on streetwear, sustainable fashion, contemporary design, and accessories with a unique story to tell; driven by passionate founders who know the fashion market inside out.

Successful candidates will be invited to a two-week hybrid Bootcamp led by fashion experts. They will be guided towards building their brands through cutting-edge marketing plans, supply chain management approaches, content creation, and media management strategies.

The cohort will also have access to Chalhoub Group’s extensive retail network including the Group’s online and offline channels to sell their products. The first Fashion Lab will conclude in December  2021 culminating in a demo day where selected Saudi brands will showcase their projects to retailers,  distributors, and investors. They will also get funding support of US$15,000 with the potential of equity  partnership after the program is concluded

Michael Chalhoub

Michael Chalhoub

Michael Chalhoub, Deputy President JVs and President Strategy, Growth, Innovation and investment, Chalhoub Group, said: “Saudi Arabia has a fast-evolving fashion ecosystem driven by its young population and its amazing pool of talented designers.  With the launch of the Fashion Lab, we are supporting and encouraging this ecosystem of great entrepreneurs. We also want to accelerate this truly homegrown entrepreneurial culture dedicated to the fashion industry that will contribute to building tremendous value in the Kingdom. In addition to shaping a fashion  retail supply chain led by Saudi brands, the initiative will build a new generation  of creative entrepreneurs who will have access to mentorship, funding, and end-to-end support from fashion experts.”

Dina Sidani

Dina Sidani

Dina Sidani, Chief Innovation Officer, Chalhoub Group, added: “The Fashion Lab builds on our commitment to identify innovative Saudi brands with disruptive ideas and provide them a platform to evolve as business leaders. We are filling a gap in the industry with local designers currently lacking a viable and trusted platform to grow their enterprises. This is an initiative that will have a long-term positive impact in promoting innovation in the fashion industry locally while creating young fashion champions from the Kingdom for the world. We believe that the future of fashion  will be defined by creative designers and entrepreneurs with ground-breaking ideas.”

The Fashion Lab creates a compelling data-driven and agile approach to investing in fashion brands.  Passionate designers and brand owners who have been limited in their capacity to grow their ideas and Enterprises will benefit from this socially responsible initiative of the Chalhoub Group, in addition to transforming the fashion retail market of the Kingdom. With up to five brands eligible for selection per cohort, the Fashion Lab aims to create a long-term platform for identifying disruptive fashion ideas and equip them to evolve as full-fledged enterprises. Selected fashion entrepreneurs with production capabilities, operating trade licenses, and the capacity to manufacture at least five SKUs, will be selected for the first cohort.

Applications are now open online at

The deadline for submissions by Saudi-based early-stage ventures and brands focused on streetwear,  sustainable fashion, contemporary design, and accessories is July 25, 2021.

Women walking near old door. Girl dress in t-shirt, jacket and pants. Minimalist grey color look, lifestyle fashion portrait of young stylish hipster woman walking on the street, wearing trendy outfit; Shutterstock ID 1527800102; purchase_order: 23

Women walking near old door. Girl dress in t-shirt, jacket and pants. Minimalist grey color look, lifestyle fashion portrait of young stylish hipster woman walking on the street, wearing trendy outfit; Shutterstock ID 1527800102; purchase_order: 23

The program mentors include fashion designer Arwa Al Banawi and experts from the Chalhoub Group:  Dina Sidani, Chief Innovation Officer; Sharmila Murat, Chief Investment Officer; Charbel Lahoud, Head of Growth; Dana Alhamrani, Business Development Manager; Joseph Chalhoub, General Manager of  Fashion & Accessories, Saudi Arabia and Rafi Dikranian, Head of Marketing & Operations, The Greenhouse.

As a celebrated Saudi fashion designer who empowers women through her fashion label and communicates the Arab culture, Arwa Al Banawi brings a unique blend of culture and modernity. In her role as a program mentor, she said: “My collaboration with the Chalhoub Group started years ago and I am delighted today to be part of the Fashion Lab Program. I look forward to the brilliant and  entrepreneurial fashion ideas from local youth.”

Chalhoub Group is committed, as a major luxury player in KSA for over 50 years, to use its influence to make a positive contribution towards the nation’s diversified and sustainable future growth.

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