Lifestyle icon Martha Stewart has officially opened her first standalone retail stores in Dubai, marking a significant milestone as the debut of her eponymous brand. This launch is part of a partnership with Marquee Brands and Apparel Group, aimed at expanding her presence in the Middle East. The flagship store is located in the Mall of the Emirates, alongside earlier soft openings at Mirdif City Centre and Dubai Hills Mall.
During the grand opening celebrations, Stewart expressed excitement about the stores, stating, “I think people will be very pleased. The stores look incredible here.” This venture is particularly noteworthy as it represents the first time Stewart has established freestanding stores under her name, despite a long history of selling products through various retail channels.
The new locations showcase a wide range of lifestyle products, including kitchenware, bedding, home fragrances, and decorative items. Stewart described the breadth of offerings, saying, “Everything from pots and pans to baking accoutrements…You’ll be able to pick up towels, sheets for your bed, and decorative items for your home.” Her meticulous attention to detail in product development reflects her commitment to quality, as she stated, “I am very fussy, and I want stuff to be nice. I want stuff to be well made.”
Heath Golden, the chief executive officer of Marquee Brands, explained why Dubai was chosen for this significant launch instead of the United States. “We actually looked around the world and said, ‘where do we think we’ll have the biggest impact, the most success?'” Golden highlighted the region’s unique shopping culture and the growing middle class, which presents a substantial opportunity for Stewart’s brand.
The partnership with Apparel Group enables Marquee Brands to expand Stewart’s brand footprint across the Gulf Cooperation Council (GCC) countries, including plans for additional locations in India, Kuwait, and Saudi Arabia. This strategic move aims to establish a strong presence throughout the six GCC nations before considering further expansion.
Golden noted that the construction boom in the Gulf, driven by new residents seeking to furnish their homes, creates a vibrant market for lifestyle products. He remarked, “There’s a great shopping culture. There’s high taste levels, affluence. It works really well.” The Stewart brand aims to occupy a unique position in this market, offering “beauty for the masses” with accessible pricing that emphasizes value.
The Dubai openings come as Stewart continues to evolve her brand, recently launching a skincare line. She has been visiting the Middle East frequently and has embraced local hospitality, sharing that she enjoyed a “beautiful dinner” at the home of her local partner, Sima Ved. Reflecting on cultural differences in home entertaining, she observed that the Middle Eastern style tends to be more lavish.
At 84, Stewart remains a dynamic force in the lifestyle industry, showing no signs of slowing down as she expands her brand portfolio. The successful launch in Dubai signifies a new chapter for her brand, one that is poised to thrive in a market characterized by rapid growth and a passion for quality home and lifestyle products.
