Mall of the Emirates Adds 100 Stores in USD 1.36 Billion Expansion

Mall of the Emirates has begun a USD 1.36 billion transformation in Dubai, adding 100 new stores and 20,000 square metres of retail space alongside reconfigured areas across the mall. The programme is being introduced in phases through 2025 and early 2026, with additions spanning luxury, fashion, beauty, dining and entertainment categories.

The beauty category features several openings and upgrades. Ulta Beauty is set to make its Middle East debut at Mall of the Emirates by end January 2026. Sephora, now open, has launched its largest store in Dubai, incorporating advanced technology and immersive retail features. H&M, also now open, has reopened following a transformation with fashion and beauty integrated within a redesigned store concept. Jo Malone London is scheduled to open by end December 2025.

Fashion and luxury brands are expanding their presence. SKIMS will open its first and only flagship store in the region by end December 2025, while COS is scheduled to launch in mid-January 2026. Omega is set to open in mid-January 2026 and Italian jewellery house Vhernier will arrive by end January 2026. Gymshark has opened its second standalone store at the mall. Victoria’s Secret is reopening in a refreshed space by end December 2025, while Rolex has reopened following the launch of a reimagined concept store. Louis Vuitton has expanded its boutique to a larger retail footprint.

Food and entertainment additions include BRED Bakery, scheduled to open by end January 2026 as the first BRED Bakery concept in the Middle East. Gray Wellness Club, now open, introduces a fitness-led concept focused on training and wellness. The New Covent Garden Theatre, also now open, adds an indoor–outdoor entertainment district anchored by a 600 seat theatre, alongside dining and lifestyle venues.