Publications
Publications
- May 2025
- HBS Case Collection
Boutiqaat: Influencing Retail in MENA
By: Juan Alcacer and Noor Al Qadhi
Abstract
Boutiqaat, a Kuwait-based e-commerce platform, scaled an influencer-driven beauty retail model across MENA and now faces critical strategic choices about offline expansion and globalization. Founded in 2015, Boutiqaat combined social commerce, localized logistics, and private label products to build a differentiated digital platform. Students must evaluate whether Boutiqaat should establish flagship stores to deepen its omnichannel retail footprint or focus on expanding internationally beyond the Gulf and Jordan. The case explores platform strategy, influencer ecosystems, customer experience differentiation, and internationalization challenges in emerging markets. It is ideal for teaching courses in digital strategy, global entrepreneurship, scaling tech ventures, , and platform-based business models.
Keywords
Emerging Markets; Digital Strategy; Growth and Development; Beauty and Cosmetics Industry; Retail Industry; Kuwait; Saudi Arabia; Middle East; North Africa
Citation
Alcacer, Juan, and Noor Al Qadhi. "Boutiqaat: Influencing Retail in MENA." Harvard Business School Teaching Note 725-463, May 2025.