Chalhoub Group brands announce raft of initiatives to deliver positive impact to the kingdom this Ramadan

The campaign complements the Vision 2030 of the Saudi leadership to touch people's lives meaningfully as a responsibly enabled nation through collective effort

Chalhoub Group brands announce raft of initiatives to deliver positive impact to the kingdom this Ramadan

Chalhoub Group, the leading partner for luxury across the Middle East, is making a positive difference to the communities it serves in the Kingdom of Saudi Arabia, through a series of socially committed initiatives during the Holy Month of Ramadan.

In addition to a group-wide Chalhoub Impact campaign that focuses on serving the underprivileged, a number of leading brands under the Group are organising activities that aim to promote an inclusive society and underline the spirit of generosity and compassion during Ramadan. The campaign complements the Vision 2030 of the Saudi leadership to touch people’s lives meaningfully as a responsibly enabled nation through collective effort. 

Ahead of the Holy Month, the Group has launched the Chalhoub Impact programme, whereby about 200 food packages have been distributed to the needy through the office of the Major in Old Jeddah District, with the dry food to be packed by staff volunteers. The Group employees will also take part in the ‘mychalhoub’ Eid initiative for orphans, which will see donation boxes being set up in key locations across Jeddah, Riyadh and Al Khobar. Employees will have the opportunity to support the initiative, by depositing toys and old clothes safely at these boxes with all sanitation and social distancing protocols to be followed. These will be distributed to orphans.

Joining the campaign is Level Shoes, the Group’s retail concept dedicated to the world of designer footwear and accessories, which will organise a social media campaign to donate Ramadan meals to those in need. Level Shoes is partnering with Al Ahyaa Centres Association for the campaign. As part of the campaign, people are being asked to join Level Shoes for a series of Instagram Live sessions on April 22 and 24, and the number of views will be matched by Level Shoes to the number of meals that are distributed. The more views, the more the number of meals distributed.

MUSE, the Group’s app-led Loyalty Programme, has committed to providing 1,000 meals through its MUSE Points system from April 13 to 27.  The Loyalty Programme brings together a collection of aspirational fashion, beauty, and lifestyle brands from across Chalhoub’s retail network in the UAE, Kuwait and Saudi Arabia. Members of MUSE can collect and redeem points at more than 40 brands regionally; unlock benefits as they elevate through the tiers; and enjoy a host of experiences tailored to them.

For Ramadan, the MUSE Loyalty Programme will partner Al Ahyaa Centers Association in Saudi Arabia to donate 1,000 Iftar Meals in support of their Iftar Saem initiative. The meals will be distributed to the less fortunate across the Jeddah region.  Members will also be given the opportunity to donate their MUSE Points to the cause via the MUSE App, with MUSE sponsoring 50 per cent of the cost of the meal and members paying for just half through their MUSE points. All Points will be converted into local currency and donated to the Al Ahyaa Centers Association. The MUSE campaign is also being held in the UAE through Nefsy/Tarahum Charity Foundation and in Kuwait through the Red Crescent Society.

Lacoste’s Ramadan campaign encourages customers to donate old clothes, which will be distributed to the needy in Riyadh in association with KISSWA. The campaign will be held from April 13 to May 12, and awareness messages will be posted on social media platforms, through displays at the cash counters and the Lacoste customer newsletter.

Chalhoub Group and its brands are focused on delivering positive and meaningful impact to the community through different initiatives and by encouraging people to donate and help others, and joining them in driving these charitable deeds.

Bachar Sabbagh, Managing Director, KSA, Chalhoub Group, said: “The Holy Month of Ramadan is the season for giving and an important opportunity to make a difference to the community through initiatives that make a lasting difference. At Chalhoub Group, we are committed to serving the communities of Saudi Arabia. This is an integral part of our sustainable development manifesto, and fuels much of our activity during the Holy Month, as well as throughout the rest of the year. All the initiatives planned by the Group and our brands are designed to make a difference in the lives of people in real need and we are very thankful to each and every person who joins with us to make this happen.”

Patrick Chalhoub, Group President, Chalhoub Group, commented: “The values of generosity, solidarity, compassion, forgiveness and genuine caring make the Holy Month of Ramadan extremely special. This is the time we must resolve to build a more inclusive society by focusing on the underprivileged and looking at ways to better their lives. Even small acts of kindness make a big difference and we are committed to supporting our partners and the Saudi Arabian community this Ramadan. With our commitment to social responsibility at the core of everything we do, we believe in making positive social impact through our business and our community-centric activities.”

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