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Why Pay Attention to Saudi; EVOLVE News
What’s Driving Global Brands to the GCC?
EVOLVE Commerce Club
April 13, 2025
Welcome to this week’s EVOLVE Dispatch
In this edition:
Markets & Perspective
Community Round-up
The Week Ahead
Markets & Perspective
Mr. Trump’s Art of the Deal brought 75 countries back to the negotiation table. But all eyes remain on China, and they haven’t, and likely won’t, come to the table on Trump’s terms.
What could have been resolved with a direct conversation, a shared meal, a bourbon, or a few shots of Baijiu is turning into a prolonged geopolitical standoff with consequences for global trade.
Trump’s strategy of coercion may have generated headlines and forced some agreements, but when it comes to China, it’s backfiring.
The claim that the U.S. was "taken advantage of" for decades is misleading at best.
Yes, China grew fast. Since joining the WTO in 2001, it has lifted over 800 million people out of poverty, becoming the world’s largest manufacturing hub and the second-largest economy.
But America didn’t lose. It offloaded low-cost manufacturing jobs while investing in higher-value industries, services, and innovation. U.S. multinationals profited immensely from Chinese factories and consumers.
China won, the U.S. won, Europe won, the World won.
The narrative of loss is a political tool, a Machiavellian tactic to rewrite economic history and stoke division. But markets don’t trade on rhetoric, they trade on risk.
Meanwhile, China has matched every tariff Trump has imposed move for move. The message from the Chinese Communist Party is clear: this isn’t the China of the 1960s. It’s a global force, backed by nationalist sentiment and a strategy rooted in resilience.
Yes, concerns over unfair trade practices such as state subsidies or currency manipulation are valid. China has long supported domestic champions and kept its currency undervalued to fuel exports. But a world of closed borders and economic retribution won’t solve these issues. It will only deepen them.
Last Wednesday, Mr. Trump announced a pause on tariffs for 90 days, which led to the stock market soaring, while it also sparked reactions. The trouble here isn’t Mr.Trump announcing a pause in the tariffs, but the sentiment of uncertainty he is creating globally is very dangerous..
Now, the person who writes here is no expert in geopolitics or global economy, but as the founder of this club, I have to pay attention to World markets, and we have a duty to at least try to make sense of what is happening in the World.
We believe in global trade, sure practices must be fair, but growth from nations, wealth creation and something much richer, cultural exchange can only happen in an international World, where we have the decency to sit down and try to understand another individual’s perspective.
Retail is decelerating.
Supply chains are stretched thin.
Consumer trust is fragile.
And what Mr. Trump is bringing back to the table isn’t just politics — it’s uncertainty, tension, and a challenge to the entire world order.
When retail slows, consumer activity follows. Businesses — both B2C and B2B — will double down on efficiency. Just look at Shopify’s leaked internal memo this week: no new hires, leaner teams, and an aggressive push for AI adoption.
We are entering a new era. One where efficiency alone won’t be enough.
You’ll need relationships.
You’ll need knowledge.
You’ll need access to markets you can trust.
That’s why we’re building EVOLVE.
A space for those who want to go further, not just faster.
Who understands that talent, ideas, and collaboration don’t come from one country.
They come from everywhere.
Carlos Monteiro
Founder, EVOLVE Commerce Club
The #1 Private Community For Senior Commerce Professionals
The GCC Region & Our Expert Session this week
Amid the Global Chaos, other regions and blocs are now emerging. And the question is, are you paying attention?
The Gulf Cooperation Council (GCC) region is undergoing significant transformation, driven by economic diversification, population growth, and strategic investments. Here's an overview of the key developments:
Want to join us for our meetup series in the Middle East?
Contact [email protected] for more
GCC's Economic Landscape
Population Dynamics:
As of 2021, the GCC's population reached approximately 56 million, nearly doubling from 26 million in 1995.
Expatriates constitute a significant portion of the population:
In the UAE, expats make up about 90% of the population. Arabian Business
In Kuwait, expatriates account for approximately 68.3% of the total population.
Economic Diversification:
The UAE's non-oil sector contributed to 70% of its GDP in 2021, reflecting a successful shift towards sectors like technology, tourism, and finance. Arabian Business+1Arabian Business+1
Saudi Arabia's Vision 2030 aims to create over a million non-oil sector jobs in the coming years, emphasizing sectors such as construction, manufacturing, and services
KSA, once known for being an oil producer only, is now rapidly emerging as a focal point for global business expansion, driven by transformative public policies, substantial investments, and a burgeoning consumer market. The Kingdom's Vision 2030 initiative aims to diversify the economy beyond oil, fostering growth in sectors like retail, technology, and tourism. Recent reforms have streamlined foreign investment processes, making it more accessible for international companies to establish a presence in the region
The apparel and fashion industry, in particular, is experiencing significant growth. The GCC apparel market is projected to generate revenue of US$36.77 billion by 2025, with a steady annual growth rate. This expansion is fueled by a young, fashion-conscious population and increasing disposable incomes. Global brands like Zara and Alo Yoga are capitalizing on this trend, with Zara opening its largest Middle East store in Riyadh and Alo Yoga expanding into Kuwait, Qatar, and the UAE
“Zara was very strict about their Brand guidelines and would never accept us to do anything other than it was on their brandguidelines. At somepoint, the Inditex Group decided to test some of their brands on Trendyol to see how they would perform, and they were very surprised with the results”
This interview was filled with unique insights you can’t find on Google.
What was very interesting to hear from Celine is that many brands have agreements with brand aggregators, franchise companies like Cenomi or Apparel group to rely on their international expansion.
🎙 Topics Discussed with Céline Gergess - Marketing Director - Apparel Group KSA
From Consumer to Creator – How MENA is evolving into a trendsetting region in fashion.
Céline’s Journey – From passion to leading marketing at scale in the MENA region.
Market Power – The region’s strong purchasing capacity and appetite for newness.
Localization Beyond Language – Why cultural relevance is key for global brands.
Zara’s Success Story – Timing, strategy, and adaptation in the region.
Alo Yoga’s Expansion – Post-COVID relevance and regional fit.
Building Brand Trust – Through relevance, consistency, and emotional connection.
Tailored Brand Playbooks – How Apparel Group localizes strategies per brand.
Club Apparel’s Role – Unifying consumer data to enhance engagement across borders.
Cultural Intelligence in Marketing – Adapting to local occasions, values, and behaviors.
E-commerce Acceleration – With 80% of Saudis shopping online.
Tech-Savvy Consumers – And the variety of platforms shaping behavior.
The Social Commerce Engine – How influencers and content drive visibility.
Vision 2030’s Impact – Unlocking new business models and creative freedom.
Price Sensitivity vs. Spending Power – A unique market balancing both.
Marketplace Strategy – As a key entry point for international brands.
Localization with Integrity – Maintaining brand DNA while adapting to the region.
Career Longevity – Céline’s reflections on persistence and professional growth.
Blending Global and Local – The new benchmark for brand relevance in MENA.
conversation.
The #1 Private Community For Senior Commerce Professionals
3. EVOLVE Voices
Voices #17 - Revolutionizing Kids´ Entertainment in Lebanon
Christina Salhab, also known as Tina, is the visionary behind Tiny Fest, Lebanon’s leading kids’ entertainment company. With an unmatched passion for creating magical experiences, she has revolutionized the industry, redefining what it means to engage, entertain, and inspire children. From interactive performances to large-scale themed events, Tina and her team have become the go-to name for unforgettable kids’ celebrations in Lebanon. Her dedication, creativity, and ability to bring joy to children have made her a pioneer in the field, setting new standards for kids' animation and entertainment.
Voices #16 - Fintech Disruption in Asia: On Startups BNPL & Payments
In this episode of EVOLVE Voices, Jade Maravillas sit down with Stuart Thornton, Chief Revenue Officer at Credilinq.ai and founder of Hoolah, Asia’s first BNPL platform, to discuss the evolution of payments, the opportunities within B2B BNPL, and lessons from startup success and failure. With years of experience leading sales at Worldpay and building a high-growth fintech business, Stuart shares his insights on how B2B BNPL is unlocking new growth opportunities for merchants and suppliers alike.
The Week Ahead
Upcoming events
This coming Thursday, the 17th of April 2025, we have not one, but two expert sessions
Expert Session 54 - Guilherme Amaral :
Sr.Director Digital & Tech Agthia Group
1pm CET
Agthia Group is a leading food and beverage company headquartered in Abu Dhabi, UAE. Operating across the Middle East, North Africa, and beyond, Agthia produces and distributes a diverse portfolio of consumer brands in water, snacks, dairy, protein, and agri-business. The group plays a key role in supporting food security and innovation across the region.
Expert Session 55 - Justin Willhite -
Senior Influencer Marketing Manager
6:30pm CET
Twitch is a leading live-streaming platform that connects millions of users through interactive content. Launched in 2011 as a spin-off from Justin.tv, Twitch has become the go-to destination for live broadcasts, particularly in gaming, esports, music, and creative arts. Acquired by Amazon in 2014, the platform has expanded its reach, offering creators monetization opportunities through subscriptions, advertisements, and virtual goods. With a global community and real-time engagement features, Twitch continues to shape the future of digital entertainment
Time to EVOLVE
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Make sure to follow our newsletter, where we highlight what’s shaping our club. In the coming months, we’ll be announcing new partnerships, events, meetups, and the opportunities our members are creating together.
Interested in partnering with EVOLVE? Reach out at [email protected] or [email protected].
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The future is bright. Let’s build it together.
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