Eyes on the Prize: Eyewa’s MENA Journey

By Robert Siegel, Mohammad Katkhuda, Samy Labbouz
2024 | Case No. E864 | Length 15 pgs.
In a challenge to the eyewear industry’s status quo in the Middle East and North Africa (MENA), “Eyes on the Prize: Eyewa’s MENA Journey” explores the growth of eyewa. Founded by Bain & Company colleagues Mehdi Oudghiri, Anass Boumediene, and Abdullah AlRugaib, eyewa embarked on a pivot from online to physical retail, establishing a new way of eyewear shopping in the region. This strategic shift, underscored by their inaugural store in Dhahran Mall, catalyzed eyewa’s expansion across the GCC. Overcoming initial investor skepticism and regulatory hurdles, eyewa diversified its product range beyond contact lenses to capture a broader market. As eyewa stands on the brink of further growth, possibly eyeing an IPO, the case highlights the founders’ strategic challenges to take the company to the next level of growth.

Learning Objective

Entrepreneurs in emerging markets face a unique set of challenges and opportunities. This case is designed to help students understand the systems leadership issues encountered by the cofounders in the context of operating in diverse emerging markets, including vertical integration of supply chain, expansion into new geographies and verticals, and identification of the talent to drive new market initiatives.
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