Martha Stewart Launches First Standalone Stores in Dubai
DUBAI — Martha Stewart has taken a significant step by opening her first-ever standalone retail stores, making a bold move into the Dubai market. The celebrated home and lifestyle authority celebrated the grand unveiling at the Mall of the Emirates after previously soft-launching at Mirdif City Centre and Dubai Hills Mall. This marks an important milestone for Stewart, who has spent decades selling her products through various retail partners but has never operated individual stores until now.
A Thoughtful Retail Approach
In an exclusive conversation during the launch event with WWD, Stewart expressed her excitement: “I think people will be very pleased. The stores look incredible here. We are so excited and just waiting for more and more of our product to arrive.” The initiative stems from a collaboration with Marquee Brands and the regional retail partner, Apparel Group, focusing on creating an enriching shopping experience.
Stewart’s commitment to crafting these retail spaces reflects her meticulous approach to design, akin to how she curates homes. “I start with the walls and the floors, then I build around that with the furniture and the accessories,” she explained. Highlighting the kitchen’s importance, she noted that her approach to retail is distinctly different from conventional practices.
Diverse Product Offerings
The new stores feature an extensive range of lifestyle products that cater to various home needs. From kitchenware and baking essentials to bedding, bath items, home fragrances, and decorative pieces, shoppers can explore a variety of offerings. Stewart elaborated, “You’ll find everything from pots and pans to baking accessories, towels, sheets for your bed, duvets, and decorative items for your home.” This variety is designed to cater to every aspect of home living.
Her dedication to high standards in product development is evident. “I’m very particular, and I want products to be well-made and beautiful. I want things to delight customers in every possible way,” she affirmed, emphasizing the brand’s mission to meet and exceed consumer expectations.
Strong Market Presence in Dubai
The brand is witnessing impressive traction in the Dubai market. Stewart remarked, “I love the vibrancy, luxury, and fast growth, and we are doing really nicely here in Dubai.” The retail strategy has been carefully constructed to resonate with local tastes and preferences.
Why Dubai?
Heath Golden, CEO of Marquee Brands, explained the choice of Dubai as the inaugural location for these standalone stores. “We carefully evaluated different markets worldwide to identify where we could have the most substantial impact and success,” he shared. The attributes of Dubai—its strong mall shopping culture, rising birth rates, expanding middle class, and remarkable retail execution—played vital roles in this decision.
Golden praised the sophistication of retail operations in the Gulf, underscoring the capability of local retail partner, Apparel Group. He stated, “Get Dubai right; if you can make it here, you can make it anywhere,” highlighting the city’s reputation as a challenging yet rewarding market.
Future Expansion Plans
The stores operate under a licensing agreement with Apparel Group, which holds rights to the Martha Stewart brand across Gulf Cooperation Council countries, including planned expansions into India, Kuwait, and Saudi Arabia. The strategy involves solidifying the brand’s presence within the GCC before possibly extending further.
Golden seized the opportunity presented by the ongoing construction boom in the Gulf, noting, “People are decorating their flats and villas. There is a unique shopping culture with high taste levels, and it’s a great match for our lifestyle brand.” He also emphasized the brand’s balanced pricing strategy: “It’s not about being expensive or cheap; it’s about providing incredible value.”
The openings in Dubai are a culmination of nearly two and a half years since Marquee Brands began exploring the market in May 2023.
Embracing Middle Eastern Hospitality
Martha Stewart has also been actively immersing herself in the local culture during her visits. She recounted enjoying a beautiful dinner hosted at the residence of her local partner, Sima Ved, noting the unique charm of Middle Eastern hospitality.
Commenting on the entertaining style in the region, she observed, “It tends to be more lavish, and the homes are larger and extra beautiful.” This cultural exploration aligns with her broader strategy of expanding her brand.
Additionally, Stewart continues to diversify her portfolio, recently launching a skincare line, showcasing that her entrepreneurial spirit remains robust at 84.
