Dubai Holding Asset Management launches ‘Dubai Retail’ as unified brand

Bluewaters by Dubai Retail/Image: Supplied

Dubai Holding Asset Management (DHAM) has unveiled Dubai Retail as the unified brand for its extensive portfolio of more than 40 malls and lifestyle destinations.

The move is part of DHAM’s growth strategy following the 2024 integration of Nakheel and Meydan into Dubai Holding, aimed at enhancing scalability, efficiency, and long-term competitiveness across its retail operations.

With the launch of Dubai Retail, DHAM consolidates a diverse offering that spans 10 malls, 15 lifestyle destinations, and 18 retail centres across the emirate. Collectively, these properties house over 6,500 retailers across 13 million square feet of gross leasable area (GLA), positioning the new brand as a key contributor to Dubai’s retail and tourism economy.

As part of the rebrand, Nakheel Mall has been renamed Palm Jumeirah Mall, following the completion of a redeveloped section that strengthens its flagship role on the Palm Jumeirah.

Malek Al Malek, group CEO of Dubai Holding Asset Management, said: “Our malls and destinations have been instrumental in shaping the city’s dynamic retail landscape and evolving customer experiences. Dubai Retail draws on the strength and synergies of the wider Dubai Holding ecosystem—including development and asset management—positioning it to seize the opportunities presented by a rapidly expanding population, a thriving tourism sector and forward-looking urban development.

“The recent launch of Nad Al Sheba Mall, together with the ongoing development of Al Khail Avenue, which will add 1.2 million square feet to our existing GLA upon completion, underscores our commitment to expanding Dubai Retail’s footprint with destinations that drive Dubai’s experience economy and integrate retail, dining, leisure and entertainment into vibrant lifestyle hubs.”

Fareed Abdelrahman, managing director of Retail Destinations at DHAM, added: “Being one of the region’s largest groups of malls and retail destinations is only the starting point. This announcement strengthens Dubai Retail’s ability to grow strategically and continuously enhance its destinations to meet the evolving expectations of residents and visitors. By aligning with global retail trends and elevating the customer experience, we aim to ensure our destinations remain relevant, competitive, and a key contributor to Dubai’s progress as a leading global retail and lifestyle capital.”

Dubai Retail’s portfolio includes major malls such as Palm Jumeirah Mall, Nad Al Sheba Mall, The Outlet Village, Circle Mall, Ibn Battuta Mall, Dragon Mart, Golden Mile Galleria, Bay Avenue, Bay Square, and the upcoming Al Khail Avenue.

Its lifestyle destinations include Bluewaters, JBR, Palm West Beach, The Club at Palm West Beach, Vista Mare, Al Khawaneej Walk, Souk Al Seef, Souk Madinat Jumeirah, Boxpark, Last Exits, DXBIKE, and Dubai Islands Beach. Meanwhile, its 18 retail centres serve communities across the city, from Jumeirah Islands to Discovery Gardens and Al Khail Gate.

By consolidating more than 40 properties under one umbrella, Dubai Retail aims to redefine the customer experience while advancing Dubai’s ambitions to be a global capital for retail and lifestyle.