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BENELUX: DRC Strategic Sourcing: Bridging European Innovation and GCC Retail Excellence

Discount Retail Consulting GmbH (DRC) recently had the privilege of organizing and navigating a high-impact sourcing tour under the esteemed auspices of Dr. Mohamed Althaf, Group Director of Global Operations and CSO of LuLu Group International.


Navigated alongside Simon Alexander, Regional Director of LuLu Qatar, and LuLu’s dedicated international buying leads Mohammed Shabab (Y International Italia) and Mohamed Sanij (Y International UK), the tour marked a significant milestone in LuLu's European expansion strategy.


Together, we spent an intensive week across the Netherlands and Belgium, deep-diving into the next generation of Private Label manufacturing and FMCG distributor partnerships.


The Mission: Accelerating Global Trade

Our objective was clear: to accelerate LuLu’s direct European exports to the GCC. By streamlining the supply chain and establishing direct-to-source contacts, we ensure that the highest standards of European quality reach LuLu customers efficiently and sustainably.


We are proud to announce that the first contracts have already been signed, and products are currently being supplied to LuLu stores.


A Whistlestop Tour with Global Impact

During this journey, the team explored a diverse portfolio of supplier and retail partners across non-food, grocery, and fresh food categories. These engagements are vital to bridging the gap between Europe’s premier manufacturers and LuLu Group International—the leading retailer in the GCC and the destination where the world comes to shop.


Redefining Value: Is Your Strategy Future-Ready?

As we look toward the future of retail, the industry faces a fundamental shift in consumer expectations. To navigate this changing landscape, LuLu collaborates intensively with DRC.


DRC's insights are instrumental in unpacking what "Value" means in 2026 and how that translates into practical, scalable success through:

  • Maximizing Category Design: Moving beyond traditional assortments to proactively meet evolving consumer needs.

  • Supplier Collaboration: Transitioning from transactional purchasing to strategic, value-driven partnerships that foster innovation.

  • In-Store Execution: Ensuring the promise of value is tangibly felt at the shelf-edge and through every customer touchpoint.


What’s Next?

The momentum continues. Our next joint strategic trip will take us to Germany and Poland, where we will engage with world-class Private Label manufacturers and FMCG distributors to further strengthen and diversify the LuLu supply chain.


About LuLu Group International

LuLu Group International is a global retail powerhouse operating over 260 hypermarkets across the GCC, Egypt, and India. Following its successful 2024 IPO, the group has aggressively expanded its "Direct-to-Source" model, establishing global procurement hubs to secure high-quality products directly from manufacturers. By combining high-tech logistics with a consumer-centric "Value" strategy, LuLu continues to lead the region as the premier destination where the world comes to shop.




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