How GMG runs multi-brand retail logistics across MENA with Shipsy

GMG — the 80-year-old family-owned retail group operating a portfolio of sports, health, and lifestyle brands across the Middle East, North Africa, and Asia — uses Shipsy to unify logistics across a multi-brand footprint. In a new interview, Gilbert, VP of Logistics at GMG, walks through why a single AI-native platform is the right shape for a diversified retail operator.

Customer: GMG (Gulf Marketing Group) — global family-owned business with an 8-decade history, multi-brand retail portfolio. Industry: Retail. Region: Middle East, North Africa, Asia. Exec on video: Gilbert, VP of Logistics. Shipsy capabilities used: last-mile delivery, omnichannel fulfillment, dispatch orchestration, real-time tracking.

Watch the interview

The embedded video above features Gilbert, VP of Logistics at GMG, on what it takes to run retail logistics across a diverse brand portfolio — and where Shipsy fits into GMG’s operating model.

The operational picture

A multi-brand retail group is really several logistics businesses pretending to be one. The sports-retail flow looks nothing like the health-and-wellness flow, which looks nothing like the lifestyle-apparel flow. Order profiles differ, SKU sizes differ, return behavior differs, and customer expectations differ.

For a group operating across the Middle East, North Africa, and Asia, that complexity compounds geographically. City-level service norms diverge, last-mile carrier landscapes differ market-to-market, and peak-season calendars don’t line up across regions. On top of that, omnichannel fulfillment pulls inventory from multiple store and warehouse nodes — each of which has its own capacity and cost profile on any given day.

Without a unified platform, each brand ends up with its own workarounds: spreadsheets, single-brand dispatch tools, and bespoke carrier integrations. Visibility fragments. Driver productivity plateaus. And the group-level CX team has no consistent signal for what “good” looks like across brands.

How Shipsy shows up

GMG runs its logistics stack on Shipsy as a single platform serving the multi-brand portfolio. The capability mix Gilbert highlights is consistent with what Shipsy brings to retail groups at this scale: unified dispatch across brands, AI-assisted driver allocation, real-time tracking that makes the operation legible to ops, CX, and store teams simultaneously, and omnichannel fulfillment that can pull from stores or warehouses depending on inventory and proximity.

The operational wins are the ones that come from consolidation: one set of workflows, one driver productivity model, one CX standard, and one place for the group leadership to look when they want to know how logistics is performing. See our retail omnichannel playbook for the broader framework.

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