iSTYLE Partners with Anchanto to Elevate Omnichannel Strategy in MENA

Mohammed Fathy

Last updated 21-04-2026

4 min

iSTYLE is boosting its omnichannel operations across the Middle East and North Africa.

It has partnered with SaaS firm Anchanto to modernise its operational backbone.

Anchanto’s Order Management System will centralise orders and sync inventory in real time.

The move supports growth across stores, websites and marketplaces like Amazon.

iSTYLE says scalable infrastructure is vital for a seamless, premium customer experience.

iSTYLE, one of the world’s leading Apple Premium Partners, is stepping up its omnichannel game across the Middle East and North Africa. The retailer has partnered with Singapore-headquartered SaaS firm Anchanto to sharpen and automate its operations as it expands both its physical store network and its digital commerce footprint.

If you’ve ever tried to manage online and offline retail at the same time, you’ll know it can be a bit of a faff. Inventory in one place, orders in another, marketplaces running on their own logic… it quickly becomes messy. iSTYLE’s answer is to modernise its operational backbone, aiming to create a smoother, unified shopping experience whether customers walk into a mall store or click “buy now” online.

At the heart of this move is Anchanto’s enterprise Order Management System (OMS). The platform will centralise order orchestration, synchronise inventory across stores, and integrate with iSTYLE’s existing ERP system and Shopify platform. In simple terms, it means all orders, whether from a shop floor, a website, or a marketplace, can be managed through a single system. That includes generating shipping documents and coordinating fulfilment, reducing manual work that slows teams down.

Anchanto’s cloud-based technology is built for high-volume omnichannel operations. It provides real-time inventory visibility and automated workflows, while connecting e-commerce sites, physical stores, logistics providers, and online marketplaces. For a retailer handling premium products and customers who expect things to be spot on, that kind of operational clarity is not a luxury; it’s essential.

The integration also extends to marketplaces such as Amazon through its Seller Flex programme. By automating invoicing and order processing across both direct-to-consumer channels and third-party platforms, iSTYLE can expand its digital reach without losing control over service levels. And believe it or not, that balance, growth without chaos, is harder than it sounds.

Nicolas Daher, Managing Director at iSTYLE, said the company’s ambition is to reinforce its position as a leading Apple partner in the region while delivering the seamless, premium experience customers associate with the brand. As its retail network and online channels grow, he noted, scalable operational infrastructure becomes critical to support higher order volumes and future expansion.

Vaibhav Dabhade, CEO of Anchanto, echoed that sentiment, pointing out that modern retailers must combine strong customer experiences with enterprise-grade operational capabilities. He described iSTYLE’s push to unify its omnichannel infrastructure as reflective of where commerce is heading. Anchanto, he said, aims to support fast-growing retailers locally while helping them build foundations for cross-market expansion.

From where I stand, covering startups and scale-ups across MENA for years, I’ve seen too many ambitious retail ventures stumble because their backend systems simply couldn’t keep up. Everyone talks about flashy storefronts and sleek apps, but it’s the plumbing underneath that really matters. I reckon this kind of infrastructure play, while less glamorous, is often what makes the differnce between steady scale and operational headaches.

Anchanto, headquartered in Singapore, supports brands, retailers, and logistics service providers with omnichannel commerce and supply chain tools. The company has teams on the ground in the UAE and Saudi Arabia, as well as in nine other countries across Europe and Asia. Its platform offers integrations with more than 200 marketplaces, webstores, shipping carriers, and enterprise systems worldwide.

For iSTYLE, the partnership signals a serious commitment to long-term regional growth. For the wider retail ecosystem in MENA, it’s another reminder that as customer expectations rise, operational excellence is no longer optional, it’s the table stakes. And for founders reading this on Arageek, well… sometimes the smartest growth move isn’t the loudest one, you know?

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