The Podcast by Chalhoub Group

Episode 43: What It Means to Walk Into Tryano Now

Episode Summary

Tryano is evolving, but this story goes far beyond a new identity. In this episode, Reda Keddaji, General Manager of Tryano, joins Lynn Al Khatib, our VP of Communications, to unpack Tryano’s transformation, from strategy and storytelling to the people and behaviours that bring the brand to life. Discover what purposeful brand evolution looks like in practice.

Episode Notes

"What It Means to Walk Into Tryano Now"

Key Takeaways

• Tryano's evolution is not about changing a logo, it is about strengthening its identity through purpose, culture, and customer understanding.
• Meaningful retail experiences begin with knowing customers deeply and designing every interaction around their needs, emotions, and aspirations.
• Luxury today extends beyond products, focusing on discovery, storytelling, hospitality, and creating memorable moments.
• Supporting regional talent is a strategic responsibility, giving emerging designers visibility while celebrating local creativity and craftsmanship.
• Success is increasingly measured through experiential indicators such as customer engagement, loyalty, and community, not only commercial performance.
• A strong brand identity remains timeless, allowing businesses to evolve confidently while staying anchored to their core values.

Topics Covered

• Why Tryano chose to evolve its identity after ten years
• The role of customer insight in shaping retail experiences
• Creating emotional connections through design, culture, and the five senses
• Balancing international brands with emerging regional designers
• The importance of curation, craftsmanship, and cultural relevance
• The Wiyakom initiative and supporting local creative talent
• Redefining retail success through experiential KPIs and customer relationships

Building the future of Tryano as a cultural destination rooted in community

Links Mentioned:

https://www.tryano.com/

Chalhoub Group Website
Chalhoub Group YouTube

Host:

Lynn Al-Khatib, VP of Communications at Chalhoub Group

Guest:

Reda Keddaji, General Manager of Tryano