Dubai’s Mall of the Emirates launched a significant expansion project valued at 5 billion Emirati dirham​​ ($1.36 billion). The plan will add about 100 new stores and upgrade existing retail, dining, and entertainment offerings. Several international brands will open or expand, including Skims’ first Middle East flagship in late 2025, Ulta Beauty’s regional debut in early 2026, and refreshed stores from Louis Vuitton, Rolex, and Victoria’s Secret. Cos, Omega, Vhernier, and Jo Malone London are also set to open. The mall, operating over 20 years, currently houses over 545 stores including Ski Dubai. It welcomed over 40 million visitors in 2024.