2026-07-10
Malina, our Group CEO, joined Business Breakfast, the flagship morning business show on Dubai Eye 103.8 and Dubai One TV, where she shared why the Middle East became the first region where AS Watson chose to grow through a franchise partnership and how the Group is redefining retail through its O+O (Offline plus Online) strategy.
Reflecting on Watsons' expansion into the region in 2020, Malina noted that the Middle East remains the only market where AS Watson operates through a franchise partnership AI-Futtaim, built on a shared commitment to customer-centricity, operational excellence and long-term growth. The partnership has proven highly successful, growing from a single Watsons store in Dubai Mall to 36 stores across the UAE, Saudi Arabia, Qatar and Bahrain.
Skincare Expertise Meets Local Insights
As Asia No.1’s health and beauty retailer, Watsons saw strong potential in the region's growing health and beauty market, particularly in skincare.
During her visits to the Middle East, Malina spent time listening to customers and understanding their needs. One clear insight emerged: customers were looking for trusted skincare advice and solutions.
“We brought our skincare expertise and invested heavily in training our store colleagues so they can provide trusted skincare advice,” she shared.
That focus on service continues to set Watsons apart. Malina highlighted that the Watsons Dubai Mall team recently won AS Watson's Global Best Store Team Awards, recognising outstanding customer service and customer satisfaction.
Connecting Customers Through O+O Strategy
During the interview, Malina shared AS Watson’s O+O (Offline plus Online) strategy, highlighting how the integration of offline and online experiences enable the Group to serve customers seamlessly anytime, anywhere.
Whether customers order online for store collection, purchase in-store for home delivery, or receive rapid delivery directly to their door, the goal is the same: creating a convenient and connected shopping journey.
“The physical store is a place for experience, service and fulfilment,” Malina said. “The operational model behind it is complex, but customers don't need to see that complexity. They simply experience convenience.”
A Shared Vision for Growth
Looking ahead, Malina shared that Watsons' next milestone is to reach 100 stores across the GCC region. But beyond store expansion, she emphasised the importance of partnership, customer understanding and long-term commitment. By combining AS Watson's global retail expertise with Al-Futtaim's deep local knowledge, the partnership continues to bring affordable beauty, trusted skincare expertise and seamless O+O experiences to customers across the region.
