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Stylish, Savvy, Saudi: Chalhoub Group’s Greenhouse and Instagram collaboration sets the stage for fashion start-ups in the Kingdom

The Greenhouse, Chalhoub Group’s space for innovation and entrepreneurship and Instagram have teamed up to mentor and develop high-potential local fashion start-ups in the Kingdom of Saudi Arabia.

The initiative came from the “Fashion Lab” program launched by Chalhoub Greenhouse to promote corporate entrepreneurship and innovation and identify disruptive and innovative Saudi Fashion brands. Instagram will join forces with Chalhoub Group to provide resources and skills to Saudi fashion start-ups to scale up their businesses and accelerate growth over a five-month period.

A first-of-its-kind concept in Saudi Arabia, Fashion Lab builds on Chalhoub Group’s commitment to identify and boost innovative Saudi brands with disruptive ideas and provide them a platform to evolve as business leaders. The program is focused on early-stage ventures and brands, each receiving up to USD 15,000 in funding for developing retail propositions across streetwear, sustainable fashion, contemporary design, and accessories. The program is an open innovation platform that integrates Chalhoub Group’s operational expertise with the insights of industry professionals to grow prospective Saudi brands and nurture the Saudi fashion talent. The brands have been given access to Chalhoub Group’s extensive retail network through “Muse Concept Store” in Riyadh Park including other online and offline channels to sell their products.