CXG Partners with THA by ARMONIA
CXG and THA by ARMONIA Bet on Fast-Track Training for Luxury Retail's Temporary Staff
CXG, the luxury customer experience specialist, will use its CXG Leap platform to train and certify the staff THA by ARMONIA supplies to leading luxury houses in the Middle East.
Paris / Dubai, 29 September 2026 — In luxury boutiques, the temporary staff brought in to support permanent teams face customers from their very first day, and are held to the same standards. CXG and THA by ARMONIA, a subsidiary of the French family-owned group ARMONIA, have formed a partnership to prepare them. THA by ARMONIA will roll out CXG Leap, CXG’s Retail Performance Activation Engine and capability builder for luxury frontline teams, to the talent it deploys in the Middle East.
The challenge is to make this staff fully effective in a short time. CXG Leap allows training modules tailored to each assignment to be rolled out quickly and at scale. These are the very same modules CXG already deploys with the permanent sales teams of leading luxury maisons, and THA by ARMONIA talent is trained to the same standards as the teams they come to support. The platform combines digital and in-person learning, personalised learning paths, certification, and AI-assisted coaching. It covers the skills specific to luxury selling, including clienteling, storytelling and emotional selling, as well as leadership and management. The result: consistent execution in every boutique, with every customer.
CXG Leap draws on CXG’s 20 years of experience in the sector. Founded in 2006, the company now works with more than 220 premium and luxury brands to improve their in-store performance. Results are expected to show on the shop floor: more personalised client relationships, higher average basket value, stronger customer loyalty, and, ultimately, revenue growth for the brands.
“Luxury is a promise delivered in every interaction, and delivering it consistently at the scale the Middle East now demands requires a new approach,” said Christophe Caïs, founder and chief executive of CXG. “By bringing CXG Leap together with THA by ARMONIA’s exceptional workforce reach, and a shared commitment to nurturing local talent, we are helping brands turn capability into conversion, and every interaction into lasting value.”
“The success of the great luxury houses rests above all on the women and men who represent them every day. Investing in their development is therefore essential for us,” said Benoît Honnart, chief executive of THA by ARMONIA. “By bringing world-class training programmes into our offering, we aim to attract the best independent talent and give our clients teams that are ready from day one.“
Launched in the Middle East, the partnership could eventually be extended to other regions where the ARMONIA group operates.
About CXG
CXG is the leading data-driven consulting and solutions partner to premium and luxury brands, turning insight into retail execution and performance. Working with over 220 leading luxury brands worldwide, CXG closes the loop from strategy to execution, combining strategic consulting, consumer insights, performance measurement, CX and EX programs, and scalable capability building through in-person and digital learning, including its Retail Performance Activation Engine, CXG Leap. At the core of its approach is a proprietary global panel of over 80,000 premium and luxury consumers. Founded in 2006, CXG operates in 85 countries, with 12 offices worldwide and a team of over 260 professionals.
About THA by ARMONIA
THA by ARMONIA is an event staffing and workforce operations specialist for events, luxury retail, and hospitality. Part of the French family-owned ARMONIA group, founded in 1974, present in 27 countries with 44,000 employees. Learn more at armonia-uae.team.
