Farfetch is teaming up with Chalhoub Group, which partners with luxury brands who want to trade in the Middle East, as it seeks to increase its market share in the region.
The joint venture will combine Chalhoub’s expertise in retail, distribution and marketing of luxury retail across the Middle East with Farfetch’s ecommerce, technology and logistics platform, the companies said.
Farfetch, which already operates in the Middle East, added that the partnership will allow it to reach more customers in the region.
The platform plans to launch websites in Arabic in the first half of 2018, which will have a localised selection of goods. It will increase local supply by integrating with Chalhoub’s network of stores and franchises.
To begin with, three of Chalhoub’s stores – Level Shoes, Level Kids and Tryano – will become Farfetch partner boutiques.
Farfetch will open its first office in the region, in Dubai, as part of the deal.
José Neves, founder and CEO of Farfetch, said: “As one of the largest luxury markets in the world, the Middle East is of great strategic importance to Farfetch.”
Patrick Chalhoub, CEO of Chalhoub Group, added: “Being consumer-centric, we wanted to bring new proposals to our clients while accelerating our digital journey. Partnering with Farfetch seems an obvious choice.”
In June, Farfetch announced a partnership with China’s JD.com.