DUBAI — For seven decades, Chalhoub Group has built its empire by bringing the world’s most prestigious luxury brands to the Middle East. Now, under third-generation chief executive officer Michael Chalhoub, the company is rewriting its playbook entirely.

The transformation is ambitious, aiming to evolve from regional distributor and retail partner into what the company’s Vision 2033 describes as “an international luxury brand builder, bridging cultures and inspiring dreams.” It’s a pivot encompassing proprietary brands, investments in emerging designers and the group’s first American flagship.

“This constant need to reinvent ourselves is really, really important,” Michael told WWD. “If you don’t reinvent yourself, you die.”

From Partner and Distributor to Creator

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