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A Concept by MUSE, a new highly anticipated home-grown retail destination by Chalhoub Group, the leading partner for luxury across the Middle East since 1955, has now launched in Riyadh Park in Saudi Arabia, bringing to the Kingdom a unique retail hub curating hand-picked local, regional and international brands catering to the highly demanding and modern youth of today.

The launch of A Concept by MUSE underpins the Group’s ambition and commitment to expand its footprint in the Kingdom, bringing new and exciting retail innovations to elevate the shopping experience.

Bachar Sabbagh, Managing Director KSA, Chalhoub Group, said: “After operating in Saudi Arabia for 30 years we are extremely proud to be opening this Chalhoub Group’s first in the heart of the Kingdom. The momentous occasion was celebrated in the presence of Chalhoub Group’s long lasting industry friends and supporters from government and media; we are extremely grateful for their continuous support throughout the years. This world’s first demonstrates our commitment to the Kingdom’s Vision 2030 and support to the country’s ambitions to make Saudi a world-class retail destination. We look forward to marking similar milestones for the Group in the future by creating more and more one of a kind retail destination.”

The highly anticipated store also happens to mark the one-year milestone anniversary of MUSE the Group’s loyalty programme and region’s first luxury programme, offering over 650,000 members in the Kingdom and 1.30 million members regionally exclusive access to new collection drops, exclusive events and money can’t buy experiences.

Set in an area of more than 1,270 sqm and housing over 1,200 products, A Concept by MUSE is a collection of brands carefully selected to delight and exhilarate Chalhoub Group current and future customers.

David Vercruysse, President Managed Companies at Chalhoub Group, added: “The retail landscape in Saudi Arabia has evolved significantly over the last few years, especially as young customers become increasingly discerning and attentive to global shopping trends while staying true to their roots and culture. Continuing Chalhoub Group’s commitment to providing an elevated shopping experience to our loyal Saudi customers, ‘A Concept by MUSE’ is a truly unique redefined luxury destination and a culmination of our Group’s efforts to delight our customers, build brands and new concepts, and support local designers.”