Apparel Group launches Ivy, Gulf region’s first AI-powered fashion platform
Apparel Group has unveiled Ivy, a new AI-driven fashion and lifestyle app, marking a major leap in digital shopping experiences across the Gulf.
Key Takeaways
AIApparel Group has launched Ivy, its new artificial intelligence-powered fashion and lifestyle app, in a move set to transform the digital shopping experience in the Gulf region. Ivy integrates AI, data, loyalty programs, and digital commerce into a single platform, placing the customer at the center of every shopping journey.
The Ivy app is now available in the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman, opening the door for over 15 million customers to access a world of more than 200,000 designs and products. The core idea is simple: instead of searching for what they want, customers receive personalized recommendations from Ivy.
Club Ivy loyalty at the heart of the experience
Beyond smart shopping, Ivy has integrated the Club Ivy loyalty program (formerly Club Apparel) directly into the app. The program spans more than 2,600 stores and over 85 global brands across 14 countries, allowing every purchase—online, in-store, or at food and beverage outlets—to earn and redeem rewards. Existing members can continue using their registered accounts seamlessly, with every transaction counting toward rewards.
Neeraj Teckchandani, CEO of Apparel Group, said: “Ivy marks a milestone for Apparel Group. Over many years, we have built a vast network of stores and brands and developed a deep understanding of consumers in this region. Today, Ivy brings together all these strengths with AI, data, and technology to deliver a new generation of retail—smarter, more connected, and tailored to each customer’s needs.”
From search to inspiration: the smart assistant changes the game
At the core of Ivy is a smart assistant that responds to both text and voice commands. Customers do not need to know exactly what they want before opening the app—simply ask Ivy.
Whether it’s an outfit for a romantic dinner, a look for a formal event, ideas for styling a favorite piece, or suggestions for shoes and bags to complete an ensemble, Ivy delivers recommendations based on personal preferences, purchase history, and previous searches.
Personalization goes even further with a virtual try-on feature, allowing users to upload or take a photo to see how selected items would look on them—bringing the fitting room experience to their phone.
The experience is complemented by fast order fulfillment and delivery, with select products available within 60 minutes in the UAE and within 90 minutes in other Gulf countries.
Vivek Rajkumar, CEO of Ivy, said: “Shopping is, at its core, a uniquely human experience. With Ivy, we set out to build not just an e-commerce platform, but a smart companion that understands the customer, knows their taste, and suggests what suits them before they even ask. We believe that when used right, technology enhances the joy of shopping and takes it to a new level.”
‘Ala Jawwak’: a song born in the Gulf, for everyone
Coinciding with the app’s launch, Ivy has released the original song “Ala Jawwak,” blending Arabic, Hindi, and English in a single melody—a true reflection of the Gulf’s diversity and rich identities. The song features Saudi singer Zena Emad and Indian rapper Vivek Arora, known as Karma, and is distributed by Warner Music MENA, supported by an official music video and a comprehensive digital campaign.
The song carries Ivy’s message: “Ivy is me. Ivy is you. Ivy is us.” It reflects an app designed not for a select group, but for everyone who lives in and identifies with the region.
Ivy is available on both iOS and Android across six Gulf markets, promising to change the way you shop forever.
About Apparel Group:
Apparel Group is a global company valued in the billions of dollars, founded in 1996 and headquartered in Dubai. It operates a vast network of more than 2,600 stores in 14 countries, representing over 85 prestigious international brands such as Tommy Hilfiger, Skechers, Aldo, Charles & Keith, and Tim Hortons. The group delivers an omnichannel shopping experience focused on quality, innovation, and premium service. Apparel Group has established a strong presence in GCC markets—including Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman—while also expanding strategically into India, Southeast Asia, South Africa, and Egypt. The company employs a diverse team of over 28,000 people, led by founders Sima Ganwani Ved, Chairwoman, and Nilesh Ved.