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Sitecore and Brimit are embarking on a project with Al Jasser Group, the owner of Arabian Oud—a world-famous Arabic fragrance brand.

Brimit, a [Sitecore partner](https://www.brimit.com/technologies/sitecore-partner), will create a composable DXP  to support the digital transformation and growth of Arabian Oud, which has more than 900 points of sale in prestigious locations in 35 countries, including the Champs-Élysées in Paris, Oxford Street in London, Times Square in New York, and the most prominent shopping centers in Dubai.

Brimit plans to use headless architecture to build a flexible and scalable experience-led platform that will consist of several Sitecore products, including:

- Smart Hub (CDP and Personalize) to create a persistent, unified customer database for use in marketing campaigns
- Sitecore Send to drive targeted and contextual communication based on visitors’ data
- ContentHub to ensure consistency of digital assets across catalogs and other digital resources
- The newly-released XM Cloud—a headless modern CMS that will empower Arabian Oud to create, manage, and deliver a relevant and appealing digital experience

###### Author

[!\[Alexei Vershalovich\](https://www.brimit.com/-/jssmedia/feature/blogs/authors/alexei-vershalovich-brimit---500.png?h=1098&iar=0&w=1042&hash=7551A887E43E4DDE95E9C95102DBDF1B)
Alexei Vershalovich
Principal Consultant, digital experience and e-commerce](https://www.brimit.com/blog/author?authors=Alexei%20Vershalovich)

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