How Shalky carried a couture house into an app customers return to

Shalky is led by designer Qassem Al Qassem, who brings more than 17 years of his own design work to a family fashion legacy of over 70 years. The collections cover evening dresses, bridal, haute couture and kaftans, and hand embroidery is the signature on all of them.

The pieces shown in the app’s Elegance of 2026 collection run from SAR 2,480 to SAR 2,980. A customer finds a dress, saves it, thinks about the occasion, and comes back. Shalky already had loyal customers and a Shopify Plus storefront that looked the part. What it lacked was a place on the customer’s phone for that second and third visit.

70+ years

family fashion legacy

17+ years

Qassem Al Qassem’s own design work

8

mall showrooms in Saudi Arabia

SAR 2,480 to 2,980

Elegance of 2026 pieces in the app

Two things mattered to the marketing team.

1. The app had to feel like Shalky, the same way a showroom or a campaign does.
2. It had to work naturally in both Arabic and English, with accurate right-to-left layouts for Arabic customers.

Some of the storefront’s brand-defining sections, including a video-led homepage with its own call to action, needed more flexibility than standard prebuilt app components could give. The team did not want an app that felt like a simplified version of the website.

From the April 2026 launch period to August 2026, Shalky’s Shopify data showed monthly app sales up 30× and monthly active users up 18.6×.

By August more than half of active app users were returning users, and the app had gone from under 1% of store sales to about 10% of revenue and 11% of orders. Growth was not a straight line: by Shalky’s figures, June and July both recorded higher app sales than August.

Evlop’s own order data, measured independently in the 30 days to 11 November 2026, puts the app at 10.9% of revenue and 10.6% of orders, in line with the roughly 10% and 11% Shalky reported for August.

For a couture house, the size of the order matters. Over those 30 days the average app order was 3% larger than the average order across web and other channels. Big-ticket pieces sell through the phone as readily as anywhere else in the store.

The next phase is personalization. Ramy’s team is studying wishlist activity, cart value, past purchases, the categories each customer views and how often she opens the app. A customer with a history of haute couture purchases could see new couture first. Someone who keeps browsing kaftans could get a different journey from someone shopping for a wedding.

Revenue share, order share and the order-value comparison: Evlop order data for the 30 days to 11 November 2026. Growth from April to August 2026, active users and returning-user share: Shalky’s Shopify data, as reported by the Shalky team.