Interview: Omar Alfardan, CEO & Managing Director, Alfardan Corporation, on digital transformation deepening engagement in physical spaces
How are retailers adapting to reconcile visitor demand with evolving domestic expectations, as tourist arrivals are expected to exceed 5.3m in 2026?
ALFARDAN: Luxury and experiential retailers are embracing a dual-track strategy that meets the expectations of both international visitors and the increasingly discerning local market. Retailers are placing greater emphasis on curated experiences that go beyond traditional retail. Immersive hospitality, personalised services and integrated lifestyle environments speak to the country’s elevated standards. Domestic consumers expect authenticity and exclusivity. Retailers are responding by refining their brand storytelling, offering limited-edition assortments and developing localised concepts that reflect Qatar’s culture.
Why is it important to balance companies’ heritage with global ambitions and stakeholder relations?
ALFARDAN: Heritage is defined by integrity, craftsmanship and an unwavering commitment to excellence. These principles should remain at the heart of any brand, even as retailers embrace a more future-focused identity. Such an approach reinforces broader aspirations by creating a unified narrative across diverse businesses. The ambition for today’s retailers is to operate at a high standard; deliver meaningful value across borders; and engage with partners, clients and communities through a more modern and globally resonant visual and strategic language.
Crucially, a heritage-based, modernised retail identity strengthens a broader commitment to innovation and long-term partnerships. It provides a platform to accelerate digital transformation, deepen customer-centric experiences and cultivate trust with stakeholders with a mutual vision for growth that is sustainable and responsible. In the context of further regional and international expansion, maintaining this balance ensures that excellence remains both enduring and relevant in an evolving and growing international marketplace.
In which ways are retailers responding to growing sustainability expectations from customers?
ALFARDAN: Sustainability is no longer viewed as a differentiator. It is now the expectation across a wide range of consumer segments that retailers build transparency, low-carbon features and circularity into their product portfolios and operational models. By adopting these principles, retailers are building trust with consumers and contributing to the environmental priorities that underpin Qatar’s national sustainability agenda. Within the automotive sector, advancing circularity is crucial through responsible end-of-life material management, including component recycling. Similarly, across hotel portfolios, the expansion of low-carbon product options, from eco-certified amenities to locally sourced ingredients, is also key, reducing emissions while meeting the rising expectations of guests who view sustainability as part of their luxury experience.
What role does the logistics centre in Umm Alhoul Free Zone play in strengthening supply chains?
ALFARDAN: The launch of the regional logistics hub at Umm Alhoul Free Zone represents a milestone that reinforces the Qatar Free Zone Authority’s role in strengthening supply chains and advancing Qatar’s position as a regional centre for mobility and logistics. Spanning over 67,000 sq metres, the facility includes indoor and outdoor vehicle storage with a total capacity of 1500 units, as well as temperature-controlled bays tailored for luxury vehicles. The zone enhances operational efficiency and enables seamless automotive logistics from Qatar to the wider region. It is designed to handle a wide range of logistical functions, including warehouses for spare vehicle parts and a pre-delivery inspection facility featuring 24 work bays, quality checks and accessories installation. By providing advanced infrastructure within a free zone environment, the centre attracts investment, supports sustainable economic growth, and elevates Qatar’s logistics and mobility capabilities.
Read More from OBG
