The Innovation and Entrepreneurship Center at Princess Nourah bint Abdulrahman University participated in the "World Retail Congress 2025," themed "The Challenge of Future Retail," which was held in London, UK, from May 11-14, 2025. The congress featured international participation from student teams representing universities and institutions specializing in retail, innovation, and entrepreneurship from around the world. The students' participation included five competitive teams: Atheer Al-Ayadhi from the College of Computer and Information Sciences, and students from the College of Business Administration: Dana Al-Drees, Nouf Al-Bishri, and Dima Al-Muqati. Their participation aimed to provide the university with valuable global experiences and enhance its presence on the international stage by exploring development opportunities in economic sectors. The students presented their entrepreneurial project under the name “Suheil Couture,” a startup in the fashion industry targeting the new generation of consumers and employees. Their innovative model introduces a transformative approach to the retail work environment through a horizontal structure that empowers employees and makes them fully responsible for the customer experience, from the first point of contact to post-sale services. This approach strengthens employee belonging, motivation, and aligns with Generation Z’s preference for flexible and innovative work environment.Dr. Maram Sabri, Director of the CODE Lab at the Innovation and Entrepreneurship Center, explained that “the students’ participation in the global conference not only enhances their entrepreneurial and technical skills, but also broadens their perspectives to engage with global market trends, boosting their confidence in competing and innovating in high-level professional environments. This contributes to empowering and supporting young talent to be an active part in shaping the future of the global economy. The Global Retail Challenge conference is an international platform that brings together leading universities to present innovative ideas that contribute to the development of the retail sector. Five international universities from different continents are participating, including EDHEC Business School in France, the University of Amsterdam in the Netherlands, the London College of Fashion, the Hong Kong University of Asian Polytechnical Arts, and ESCP Business School in Italy. The participation of the Innovation and Entrepreneurship Center in the conference aligns with the objectives of Princess Nourah bint Abdulrahman University's 2025 strategic plan, which aims to build bridges of communication with the local and global community, enhance its intellectual and social impact, support the entrepreneurial role of its students, and empower their participation in Arab and international forums.