This case illustrates the key role played by a local distributor in the luxury goods industry in the Middle East. By partnering with the Chalhoub Group, western firms have built a competitive advantage across the six countries of the Gulf Cooperation Council (GCC).

The Emirate of Abu Dhabi has witnessed rapid development in recent decades. As its physical, economic and demographic landscapes evolve, the time has come to reflect on the challenges and opportunities ahead. This case illustrates the establishment and achievements of the Office of the Brand of Abu Dhabi (OBAD).