As part of a strategic expansion, Majid Al Futtaim is set to open 30 new stores across the GCC, encompassing both luxury and high street brands. The luxury additions include five standalone Eleventy boutiques, the regional debut of Corneliani, and Poltrona Frau’s first store outside the UAE, located in Saudi Arabia.
Read-Majid Al Futtaim to launch over 30 new stores in GCC
“These openings reflect our continued investment in building a strong, differentiated luxury fashion and home portfolio in high-performing destinations,” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle.
The new Eleventy stores include recent openings at Solitaire Mall in Riyadh, Mall of the Emirates, and Marsa Al Arab, with upcoming launches at The Dubai Mall and The Grove. Corneliani made its regional debut at Solitaire Mall in April, while Poltrona Frau will open its first standalone store in the Kingdom at Centria Mall, Riyadh.
Growth momentum extends beyond UAE
“Our footprint of 90+ stores already spans the GCC, including Kuwait, Qatar, and Oman, with brands like lululemon, Hollister, Abercrombie & Fitch, and LEGO,” Ghanim said. “We’re building on this momentum by introducing the first Psycho Bunny stores in Qatar and Kuwait, following its success in the UAE.”
Ghanim added that Eleventy has seen strong traction in Abu Dhabi, Dubai, and Riyadh, and that Poltrona Frau’s performance in the UAE further validates expansion into Saudi Arabia.
Strategic brand selection
Majid Al Futtaim’s approach to luxury retail is guided by customer preferences for authenticity, craftsmanship, and modern luxury. The selection of Eleventy, Corneliani, and Poltrona Frau for standalone stores reflects their appeal to today’s discerning consumers.
“Our experience through THAT Concept Store has been instrumental in identifying and nurturing high-potential brands. Eleventy started as a shop-in-shop concept and has now evolved into multiple standalone boutiques,” Ghanim said.
Majid Al Futtaim Lifestyle recorded 26 per cent overall growth in 2024, expanding to over 90 stores and 27 e-commerce platforms across the GCC. The fashion segment alone saw 25 per cent growth, driven by brand momentum and localized strategies.
In the home category, year-on-year growth reached 36 per cent, led by consumer demand for premium, design-led living. Poltrona Frau, in particular, achieved a fivefold revenue increase last year. The company anticipates continued double-digit growth in 2025.
Shifting preferences and a new definition of luxury
Consumers in the Middle East increasingly value timeless style, personal relevance, and enduring quality over overt branding. Eleventy’s emphasis on understated luxury and craftsmanship aligns with this evolving demand.
“We’re adapting by designing more immersive and intentional retail experiences,” said Ghanim.
Younger consumers are redefining retail with demands for speed, transparency, and seamless, personalised experiences. Majid Al Futtaim is responding with technologies like WhatsApp commerce and data-driven personalisation.
“These behaviors are pushing us to be sharper, faster, and more relevant — and that’s a good thing for the industry,” Ghanim said.
THAT Concept Store exemplifies the shift toward curated, experience-driven retail. Customers can book personal styling sessions, beauty appointments, and use click-and-collect features via the app. In-store offerings include grooming, tailoring, gift-wrapping, and live brand activations.
UAE and Saudi Arabia: Key growth markets
The UAE and Saudi Arabia continue to offer significant opportunities for luxury brands due to their youthful demographics, rising purchasing power, and cultural openness to global trends.
“These are not just luxury markets; they are fast-evolving ecosystems demanding authenticity, agility, and cultural relevance,” said Ghanim.
Rather than focusing on competitors, Majid Al Futtaim prioritizes brand curation, customer connection, and local relevance to stay ahead.
“We’re not looking sideways — our focus is on being meaningfully different,” Ghanim noted.
Cultural identity shapes brand strategy
Marco Baldassari, Co-Founder and Menswear Creative Director at Eleventy, emphasized the importance of cultural adaptation: “We stay true to our DNA but tailor our offerings — richer color palettes, lighter fabrics — to suit local preferences.”
“The decision to expand into the UAE and Saudi Arabia goes beyond market entry — it’s about engaging with cultures that value craftsmanship and refined aesthetics,” said Baldassari. “Dubai’s international community and Riyadh’s rising fashion scene make both cities ideal for our global strategy.”
