RCM25 · 13 and 14 October 2025 · The Ritz-Carlton, DIFC, DubaiHit Reset: Transforming Retail for Impact
Retail Congress MENA 2025 asked the region's retail industry to hit reset: to move from experiments to outcomes, use AI for real personalisation and faster decisions, and build partnerships that turn strategy into results. The conference, exhibition and deal-making ran side by side at The Ritz-Carlton DIFC, closing with the MENA Awards gala on 14 October.
- Footfall visits
- 8,820
- Measured by Sensormatic by Johnson Controls
- Countries
- 40+
- Exhibitors
- 27
- Awards presented
- 132
- 28 Gold · 104 Silver
Keynotes
- Retail's role in economic transformation
“Retail today is far more than just a space, it's an experience, a lifestyle, and an ecosystem that shapes the identity of a city.”
Ahmed Al KhajaChief Executive Officer, Dubai Festivals and Retail Establishment - The future of retail and real estate: AI, robotics, SpaceTech and longevity
“Disruption is no longer an event, it's the environment. The question is how fast you can adapt and thrive within it.”
J. Skyler (Sky) FernandesFounder and General Partner, VU Venture Partners and Venture University - Future-ready leadership: smarter decisions, stronger connections
“The future of business belongs to leaders who can reset, those who adapt, learn fast, and create meaning in a changing world.”
Dr Corrie BlockChief Executive Coach and AI Expert - Bring energy to retail: sustaining peak performance
“When you hit reset, you give yourself permission to grow beyond what's comfortable.”
Romeo Marquez Jr.International Speaker, Success Coach and Author - AI: from fear to curiosity and action
“If you really want to transform your industry, you must reimagine collaboration between humans, agents, and the robotic workforce.”
Matthew WilkinsDirector of Learning Technology, BIZ Group
The programme
12 sessions · 2 days- KeynoteRetail's Role in Economic TransformationAhmed Al KhajaHow Dubai is using festivals, tourism and lifestyle experiences to grow beyond shopping, with retail anchoring diversification, job creation and investment.
- PanelStrategic Partnership, Retail ImpactNada Ghaoui Abousaab, Yaser Binmahfouz, Mohyedin Saleh KamelHow partnerships, investment and innovation are shaping the next era of retail and real estate in Saudi Arabia and the wider region.
- KeynoteThe Future of Retail and Real Estate: How AI, Robotics, SpaceTech and Longevity Are Redefining Where We Live, Work and ShopJ. Skyler (Sky) FernandesThe next wave of disruption in retail and real estate, from AI-driven automation to SpaceTech and longevity, and the opportunities it opens for GCC leaders.
- PanelInvestments, Innovation and Growth Pathways for Vision 2030Nada Ghaoui Abousaab, Ayman Alburti, Abdullah Al Tamimi, Hamad AlhendiThe opportunities and challenges of Saudi Arabia's next phase of retail and real estate investment, from Jeddah to Riyadh, and progress towards Vision 2030.
- KeynoteFuture-Ready Leadership: Smarter Decisions, Stronger ConnectionsDr Corrie BlockHow leaders can treat AI as a partner in decision-making, customer engagement and strategy.
- PanelInside the Developer's Playbook: Driving Growth in Saudi RetailDavid Macadam, Majid Algothmi, Abdulaziz Al Wasaly, Neal GemassmerLeading developers on leasing strategy, operational excellence and resilient business models across their portfolios.
- PanelESAS x Mintus: The New Era of Digital Transformation in Shopping Mall ManagementDavid Macadam, Cem Eric, Tamer OzmenThe launch of an AI-powered mall management platform that brings rental valuation, visitor analytics, tenant relations and operations into one system.
- KeynoteBring Energy to Retail: Sustaining Peak Performance and Unlocking the Next OpportunityRomeo Marquez Jr.Practical strategies for sustaining passion and performance in a world of constant change.
- KeynoteThe Avenues Riyadh: Shaping Saudi Arabia's Next Retail LandmarkJassem Al MuqbelAn update on The Avenues Riyadh, due to open in 2027 as one of the world's largest mixed-use destinations, with 370,000 square metres of leasable area.
- KeynoteAI: From Fear to Curiosity and ActionMatthew WilkinsHow organisations can answer the big workforce questions of AI, with global examples and the different strategies for frontline and desk-based teams.
- PanelThe Retailer's Voice: Shaping Consumer Experience and Market GrowthYasser Taher, Koral Ibrahim, Dr Heike Lieb-WilsonRetailers on redefining customer journeys, building community and trust, and leading change through a relentless focus on the consumer.
- PanelNorth American Retail Outlook: Lessons and Insights for the MENA RegionDavid Macadam, Michael Hirschfeld, Michael KehoeMECSR's North American representatives on retail performance in the United States and Canada, and the lessons for the MENA region.
RCM25 speakers
23 speakers
Ahmed Al KhajaChief Executive Officer, Dubai Festivals and Retail Establishment (DFRE)Read bioHide bioAhmed Al Khaja is Chief Executive Officer of Dubai Festivals and Retail Establishment (DFRE), which runs the city's year-round festivals and events, including the Dubai Shopping Festival. His team uses them to support Dubai's retail sector and grow tourist arrivals under the city's tourism vision.
Nada Ghaoui AbousaabCo-founder and Partner, FIKRA ConsultantsProfile →
Yaser BinmahfouzChairman, SEDCO HoldingRead bioHide bioYaser Binmahfouz was appointed Chairman of SEDCO Holding in 2024, after more than 15 years in investment at firms including Wellington Management, Rockefeller and Crosslink. He chairs Red Sea Markets Company and sits on the boards of Methak Holding and Jeddah Transport Company.
Mohyedin Saleh KamelVice Chairman, Dallah AlBaraka HoldingRead bioHide bioMohyedin Saleh Kamel is Vice Chairman of Dallah AlBaraka Holding, with more than 20 years of leadership across investments, media, real estate, healthcare and banking. He serves on the boards of several public and private companies in Saudi Arabia.
J. Skyler (Sky) FernandesFounder and General Partner, VU Venture Partners and Venture UniversityRead bioHide bioJ. Skyler (Sky) Fernandes is Founder and General Partner of VU, a global venture capital and real estate private equity firm with offices in San Francisco, Hong Kong, Munich and São Paulo. In more than 15 years of venture investing he has backed over 150 companies, including SpaceX, OpenAI and Neuralink.
Ayman AlburtiBoard President, MECSRProfile →
Abdullah Al TamimiChief Executive Officer, HamatRead bioHide bioAbdullah Al Tamimi is Chief Executive Officer of Hamat Holding Company, where he previously led business development and served as Chief Financial Officer. His career in finance and strategy includes senior roles at Al Rajhi Bank and Malaz Capital.
Hamad AlhendiChief Commercial Officer, KadenRead bioHide bioHamad Alhendi is Chief Commercial Officer of Kaden, with more than 20 years of retail and real estate leadership across leasing, operations, marketing, project development and finance.
Dr Corrie BlockChief Executive Coach and AI ExpertRead bioHide bioDr Corrie Block is an executive coach and strategy expert with over 30 years of experience, specialising in evolutionary psychology and performance neuroscience. He works with boards, C-suite leaders and entrepreneurs on leadership, strategy and purpose-driven performance.
David MacadamChief Executive Officer, MECSRProfile →
Majid AlgothmiChief Commercial Officer, Azad PropertiesProfile →
Abdulaziz Al WasalyGeneral Manager, Business Development, Al Andalus PropertyRead bioHide bioAbdulaziz Al Wasaly is General Manager of Business Development at Al Andalus Property, with more than 14 years of experience growing businesses and improving operations across Saudi Arabia's retail and real estate sectors.
Neal GemassmerVice President and General Manager, International, Yardi SystemsRead bioHide bioNeal Gemassmer oversees Yardi's operations across the Middle East, Europe and Asia Pacific, with over two decades of international experience. His career spans leadership roles in consulting and technology in Hong Kong, Australia and the United States.
Cem EricChief Executive Officer, ESAS PropertiesRead bioHide bioCem Eric is Chief Executive Officer of ESAS Properties, with over 30 years in banking, retail and real estate. In retail he led the growth of international brands including Ralph Lauren, Sephora and Tommy Hilfiger across Türkiye, Russia and Eastern Europe, and moved into real estate in 2009.
Tamer OzmenFounder, MintusRead bioHide bioTamer Ozmen is founder and CEO of Mintus, an agentic AI platform. He was previously a technology partner at Gresham House and led Microsoft's digital consultancy division in the UK, working with FTSE 100 companies on digital transformation.
Romeo Marquez Jr.International Speaker, Success Coach and AuthorRead bioHide bioRomeo Marquez Jr. is an international speaker, success coach and bestselling author, and a protégé of Jack Canfield. Over two decades he has given more than 1,000 presentations and trainings across the United States, Canada, Asia and Europe.
Jassem Al MuqbelChief Development Officer, Shomoul Holding CompanyRead bioHide bioJassem Al Muqbel is Chief Development Officer of Shomoul Holding Company, where he led the creation of The Avenues and now leads its expansion in Bahrain and Saudi Arabia, with more than USD 5 billion of planned investment. His career includes roles at Kuwait Municipality and Boodai Corporation.
Matthew WilkinsDirector of Learning Technology, BIZ GroupRead bioHide bioMatthew Wilkins is Director of Learning Technology at BIZ Group, helping large organisations solve workforce challenges through technology and behavioural science. His work includes onboarding tens of thousands of people for Expo 2020 and cutting onboarding time by 90 per cent for Apparel Group.
Yasser TaherChief Executive Officer, MagrabiRead bioHide bioYasser Taher is Chief Executive Officer of Magrabi, which he has grown into the Arab world's leading optical retailer. With more than 20 years in fashion and luxury, he champions customer experience, sustainability and mentoring future retail leaders.
Koral IbrahimFounder and Managing Director, The Ready HouseRead bioHide bioKoral Ibrahim is founder and Managing Director of The Ready House, which gets places ready for community growth and commercial gain.
Dr Heike Lieb-WilsonChief Executive Officer, Brightly LabsRead bioHide bioDr Heike Lieb-Wilson is a Dubai-based retail strategist with more than 40 years of global experience in brand growth, market entry and consumer engagement. As CEO of Brightly Labs she has guided brands including Porsche Design, Escada and Calvin Klein in their expansion.
Michael HirschfeldVice Chairman, Retail, JLLRead bioHide bioMichael Hirschfeld is a Vice Chairman in JLL's National and International Retail Advisory Services Group, with more than 50 years in real estate. He advises premium and high-end retailers on high street, downtown, resort and urban locations worldwide.
Michael KehoeFounder, Fairfield Commercial, CanadaRead bioHide bioMichael Kehoe is a commercial real estate professional based in Calgary, with over 50 years of experience. He specialises in retail leasing and development for shopping centres, destination resorts and mixed-use projects.