Dubai’s Mall of the Emirates (MoE) is set to welcome three major international brands—Kim Kardashian’s Skims, Primark, and Ulta Beauty—marking a significant expansion in the city’s retail landscape.
Skims: A New Era in Middle Eastern Retail
Kim Kardashian’s shapewear and lifestyle brand, Skims, is preparing to open its first physical store in the UAE at Mall of the Emirates by the end of 2025. Previously available online through third-party retailers, this marks Skims’ first foray into the Middle Eastern market. The store will feature a range of products, including women’s shapewear, loungewear, and a new men’s collection, catering to the region’s fashion-conscious consumers.
Primark: Affordable Fashion Hits Dubai
Irish fashion retailer Primark is set to open three stores in Dubai in early 2026, with locations at Mall of the Emirates, Dubai Mall, and City Centre Mirdif. This expansion follows a strategic partnership with Alshaya Group and aims to offer affordable fashion options to Dubai’s diverse shopper base. The stores will feature Primark’s signature budget-friendly apparel, including t-shirts starting from AED 15 and jeans from AED 50.
Ulta Beauty: Beauty Retail Revolution
American cosmetics retailer Ulta Beauty is making its Middle Eastern debut with plans to open its first UAE store at Mall of the Emirates by the end of 2025. This will be Ulta’s second flagship store in the UAE, following its inaugural location at The Avenues in Kuwait. The Dubai store will offer a wide range of beauty products from over 80 brands, including Nyx, Polite Society, and Too Faced, along with a curated selection of local and international fragrances.