Mall of the Emirates has begun a major transformation programme as it rolls out a AED5bn ($1.36bn) investment aimed at reshaping retail, dining and entertainment experiences in Dubai.
The programme will see the addition of 100 new stores alongside reconfigured spaces across the mall.
The expansion marks a significant new phase for one of the region’s flagship shopping destinations, broadening its mix of international brands, first-to-market concepts and experiential offerings across beauty, fashion, food and entertainment.
Mall of the Emirates in Dubai
The beauty category features several high-profile openings and upgrades. Ulta Beauty is set to make its Middle East debut at Mall of the Emirates by end January 2026, introducing a broad mix of established and emerging makeup, skincare and haircare brands.
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 multi-million-dirham transformation, combining fashion and beauty within a redesigned store concept.
Jo Malone London is scheduled to open by end December 2025, adding a fragrance-led retail experience to the mall’s growing beauty portfolio.
Fashion remains a central pillar of the expansion. 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.
Luxury brands are also expanding their presence. Omega is set to open in mid-January 2026, and Italian jewellery house Vhernier will arrive by end January 2026. Gymshark has already 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 existing boutique, introducing a larger retail footprint.
Food and entertainment
In food and beverage, BRED Bakery is scheduled to open by end January 2026, marking the first BRED Bakery concept in the Middle East.
The entertainment and lifestyle offering has also expanded. Gray Wellness Club, now open, introduces a fitness-led concept focused on training and wellness experiences. The New Covent Garden Theatre, also now open, adds a new indoor–outdoor entertainment district anchored by a 600-seat theatre, alongside dining and lifestyle venues.
The latest phase of development reflects Mall of the Emirates’ strategy to strengthen its role as a multi-purpose destination that combines retail, leisure and cultural experiences.
The new stores and concepts are being introduced in phases through 2025 and early 2026, further broadening the mall’s appeal to residents and visitors.
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