Mall of the Emirates Expansion: Skims, Primark & Ulta Beauty

Mall of the Emirates expansion is set to redefine Dubai’s luxury shopping and entertainment scene, as the iconic mall launches a Dh5 billion redevelopment. Global retail giants including Kim Kardashian’s Skims, British powerhouse Primark, and American beauty leader Ulta Beauty will anchor the rollout of 100 new stores within the next five years at Mall of the Emirates. This massive transformation celebrates the mall’s 20th anniversary and solidifies Dubai’s reputation as the Middle East’s premier shopping destination.

Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, revealed that Skims and Ulta Beauty will open physical stores by the end of this year, marking global retail firsts. Primark will make its Dubai debut early next year, with Mall of the Emirates leading the charge as a launchpad for international brands seeking Gulf expansion.

Beyond retail innovation, the Dh5 billion overhaul includes a major infrastructure redesign to match Dubai’s booming population. A seamless entry ramp from Abu Dhabi will soon make access hassle-free, and the parking system—already ticketless—will see further high-tech upgrades over the next 12 to 15 months.

To elevate visitor experience, AI-backed wayfinding solutions and personalized digital touchpoints are being introduced throughout the mall. Bin Braik emphasized that every aspect of this expansion is based on consumer feedback, prioritizing enhanced F&B, cultural, leisure, and entertainment options, along with elevated customer service standards.

Adding 20,000 square metres of retail space, the expansion integrates 100 new stores without disrupting Mall of the Emirates’ 40 million annual visitors. The phased five-year construction ensures continued, uninterrupted enjoyment for shoppers and tenants alike.

In a first for the region, part of the mall’s roof will be removed to unveil a “dining under the stars” outdoor F&B experience—featuring five unique dining destinations. Four new entertainment concepts, curated by Majid Al Futtaim Entertainment, will also launch within 16 months, including the region’s first dining IMAX by Vox Cinemas and a Covent Garden-style cultural venue.

Mall of the Emirates will debut Gray Wellness, a 25,000-square-foot holistic wellness destination, at Kempinski Hotel in partnership with Dubai’s Seven Wellness. With a focus on mindfulness, movement, and nutrition, Gray Wellness is set to open in the coming weeks.

While renowned global brands drive headlines, Mall of the Emirates is also increasing investment in local entrepreneurs, spotlighting homegrown F&B, beauty, and fashion across the expanded destination.

The mall’s digital-physical integration strategy—elevated by a loyalty app with 5 million members and a robust omni-channel experience—reflects a future-forward approach that values personalized satisfaction over sheer footfall. This is why digital-first labels like Skims have chosen the Mall of the Emirates for their physical debut, underscoring Dubai’s evolution as a world-class retail hub.

Stay tuned to GulfRepost for exclusive updates on Mall of the Emirates expansion, brand openings, and the latest in Dubai’s dynamic shopping and entertainment sector.