Having operated in the Middle East since 2010, Belkin has steadily grown its presence across the MEA region through consistent year-on-year performance, strategic retail partnerships, and a diversified product portfolio.

In this interview, Steve Malony, CEO of Belkin International, outlines the company’s evolving strategy in the region— from investing in local teams and prioritising sustainable packaging to launching products tailored to consumer needs and navigating an increasingly competitive accessories market.

Belkin has been a significant player in the MEA accessories market since 2006. Can you share specific figures that demonstrate the company’s growth trajectory in the region and your investment plans moving forward?

Belkin has been operating in the Middle East actively since 2010 and has achieved consistent triple-digit year-over-year growth since. We plan to overachieve on our goals by continuing this upward trajectory

Charging solutions, power banks, and audio products will drive most of the growth through new product introductions and expansion into under-indexed markets, alongside new customer acquisition as we expand the Belkin team in tandem.

Across the MEA region, Belkin’s sales have nearly doubled over the past four-five years, with all major product categories (mobile power, connectivity, audio, device protection, KVM and future ventures) experiencing growth led by mobile power products at over 150 per cent growth.

We see great potential in this market, and we continue to innovate to meet these demands. The consumer base here values premium quality and design, something which Belkin stands for.

This type of growth in a few years’ time suggests strong consumer demand and further growth potential — and reflects our commitment to quality, innovation, and strong partnerships.

With an expanding retail presence and strategic partnerships in the MEA region, what can you tell us about your new store openings and key collaborations that are helping Belkin penetrate the market more deeply?

Belkin operates and develops an interesting set of product categories. Everybody wants to have a charged device and a protected device, and we can bring these things to life with our partners — we have long standing relationships with our partners, and in the MEA region, this is meaningful and critically impactful to the business.

Saudi Arabia, UAE, and Kuwait are the countries that account for most of our business today, and Jarir, Xcite, Etisalat, Virgin stores and Dubai Duty Free are a few of our most strategic retailers.

Our strategy includes both offline and online experiences especially in times where digitization and transformation are at its peak. In fact, we are seeing strong growth in the digital space as well.

Our resilience in adapting to the dynamic e-commerce landscape continues to strengthen our brand’s position despite the logistic and regulatory compliance challenges. Amazon UAE revenue experienced triple digit growth in the past five years, becoming a key contributor to high GP margin.

Belkin has always emphasised meeting the needs of local consumers. Could you provide some examples of how the company is adapting its products and services to cater to the demands of the MEA market?

Sustainability is one of our three north stars, and it’s an essential consideration in everything we do. Our team of in-house engineers monitor environmental protection regulations in the regions we are sold in to ensure our ongoing efforts are aligned with those at a local level.

In early 2023, Belkin announced its transition to new product packaging that is 100 per cent single use plastic free where possible, to reduce landfill waste and encourage recycling and circularity. This accelerated our reduction efforts to a 63 per cent global reduction in plastic packaging since 2019 — more than doubling our five-year goal of a 25 per cent reduction.

So, when Dubai issued Executive Council Resolution No (124) in December 2023, which includes a ban on single use plastic bags and other packaging items, Belkin was already aligned with this decision to phase out plastic and we were able to seamlessly fall into line with this activity.

Sustainability and positive economic impact are important priorities for Belkin. How does the company contribute to local job creation, and what sustainability initiatives are you currently focused on in the MEA region?

At Belkin, our three north stars are people, planet and product — we invest in our people, and having the right team on board is crucial to our success. Creating jobs in the region and adding to the Belkin team locally is an essential component to our growth strategy. In the past five years, we have doubled the size of our team in the UAE.

Announced earlier this year, several of Belkin’s most popular chargers and cables will receive updated product housing materials that consist of 85-90 per cent PCR in line with our public commitment to find more responsible ways to build products. The new accessories will be certified by the Global Recycling Standard and sold in plastic-free packaging. This initiative is estimated to reduce CO₂-eq emissions for these product housing materials by up to 85 per cent. We are currently at 72-75 per cent PCR materials which we are incredibly proud of.

We also recently announced that Belkin was awarded a Silver Medal rating from EcoVadis, the globally recognized leader in sustainability ratings. This recognition reflects the company’s ongoing dedication to responsible business practices and positions us among the top-performing companies in the consumer electronics sector evaluated by EcoVadis. Belkin’s overall score ranks in the top 15 per cent globally (91^st Percentile).

We are committed to achieving carbon neutrality in scope 1 and scope 2 emissions by the end of 2025. The next challenge is scope 3 emissions, which requires a comprehensive understanding of our entire supply chain. We are using various tools to achieve this, and we expect to be carbon neutral in scope 1, 2, and 3 emissions by 2030. It’s a difficult challenge, but it’s a core principle that drives our decision-making.

Looking ahead, what is Belkin’s future vision for the MEA market, and how does that align with your global strategy?

Charging solutions, power banks, and audio products will drive most of the growth through new product introductions and expansion into under-indexed markets, alongside new customer acquisition.

We anticipate higher wattage wireless charging in the second half of this year, which will unlock new use cases. We expect growth to come from the ongoing transition from wired to wireless charging. Cables will remain a core part of our business, and we expect that to grow as well. In our audio category we offer a compelling value proposition with products like our kids’ lineup and Isolate, which features noise cancellation.

Travel Retail expansion remains a priority, with ongoing negotiations for seven new branded spaces across Dubai terminals in partnership with Dubai Duty Free (DDF). New agreements are in progress with DnR (Turkey airports) and Lagardère (Saudi). And we’re seeing exciting growth in emerging markets like Egypt, Morocco, and Iraq — which represent the most under-indexed regions. Each are expected to generate high triple digit growth. Iraq has become a critical part of our strategic growth plan, with impressive triple digit sales growth since 2020.

Additionally, we are focusing on expansion in the telco segment, which includes strengthening our existing partnership with Etisalat while targeting new collaborations with Saudi Telecom and Turk Telekom.

We are placing a focus on enhancing major retailer web platforms, which remains a key growth priority. We will also shift from continuous promotions to targeted campaigns leveraging in-store activations, online engagement, and CRM-driven initiatives to enhance consumer traffic and behaviour.

We always try to meet consumers where they are. For example, I visited The Dubai Mall on my recent trip to the region, and I saw there is no slowing down in the need of people going in to see products and learn. I also saw that people were on their phones, maybe pre-shopping. We want to ensure we are hitting all the relevant touchpoints to ensure consumers can access the Belkin products they need most, when they need them.

Are there any upcoming product launches or investments that will further enhance your presence and innovation in the region?

Since 2020, nearly 10M units of Belkin products were shipped in the Middle East, Turkey and African countries. The top growth drivers in products shipped in region are mobile cable accessories, power banks, wall chargers, and audio products.

Looking forward, the region can expect faster wireless charging options, content creation products that help to simplify and make the category more accessible to all, mobile gaming ecosystem additions, and sustainability updates that bring us up to 90 per cent PCR in our product housing without any compromise in quality and safety —with more developments to come.

A personal product highlight is the recently announced Auto Tracking Stand Pro, which integrates hardware, firmware, and software and uses Apple’s DockKit technology for facial recognition. This allows users to stay in frame during video calls, classes, or cooking demonstrations. This is just one step in our content creation journey.

As the tech industry continues to grow, what are some of the biggest challenges Belkin faces in the MEA region, and how is the company overcoming them to stay competitive and innovative?

The product lifecycle for device accessories is fast and there is a proliferation of cheap competitors that have flooded the market. How we face this is both a challenge and an opportunity — Belkin stays true to its mission of producing accessories that stand for quality, safety and sustainability. We know through over 40 years of experience that doing the right thing while staying smart and agile is the best way forward.

We believe the Middle East is on the precipice of a new era of growth and if we can identify and execute, it’s an exciting time for innovation and technology.

What sets us apart from other accessories manufacturers is our in-house capabilities — we have state-of-the-art lab spaces and design facilities at our global headquarters, where our dedicated design and engineering teams can ideate, prototype, test in real-time to bring to market innovative, quality, thoroughly tested products. Alongside this, our rich decades-long relationships with the world’s largest OEMs and chip manufacturers help to position us an industry leader—a role we take very seriously.

Technology is evolving rapidly, especially in the connectivity sector. What are the current tech trends you’re observing in the MEA market, and how is Belkin positioning itself to address these developments?

Belkin has a 40 plus-year legacy in the device accessories market. Because we have often been part of the founding class of tech transitions helping to set new protocols, we totally embrace these evolutions and are able to prepare for them well before the rest of the market.

There are certain growth categories like mobile charging, content creation and audio where we see people caring about the combination of value and quality.

I recently had the great honour of speaking on a panel in Web Summit Qatar alongside Microsoft and Meta executives. We dove into the big corporate tech trends and predictions for 2025. Last year provided a striking preview of AI’s transformative potential. Now, the challenge is not just understanding these advancements but integrating them effectively into business strategy. We want to be on the good side of what it can deliver. AI will help us to achieve our sustainability goals bring additional hardware to product — and the potential of that is very exciting.

The UAE’s rapid digital transformation has propelled it to the forefront of technological innovation and progress. Yet, this accelerated evolution has also exposed vulnerabilities that, if left unaddressed, could undermine the nation’s ambitions.

The newly released State of the UAE Cybersecurity Report 2025, a joint effort by the UAE Cyber Security Council and CPX, delivers a timely call to action, highlighting the urgent need for a paradigm shift in how governments, businesses, and societies approach cybersecurity—not just in the UAE, but worldwide.

As digital infrastructures globally expand and diversify, the need for robust cybersecurity measures has never been greater. While cyber threats continue to evolve in scale and sophistication, the UAE has made remarkable strides in fortifying its digital defenses. By prioritising proactive security measures, investing in cutting-edge technologies, and fostering collaboration across sectors, the country is shaping a resilient cyber ecosystem where innovation and national security go hand in hand.

Security is not just a technical problem; it is a societal one. While technology plays a crucial role, the human element is equally vital. Misconfigurations alone account for 32 per cent of reported cyber incidents, compounded by issues of improper usage and malicious intent. This reinforces a vital principle: cybersecurity is only as strong as those who interact with these systems. In today’s interconnected world, cybersecurity hinges not only on technological advancement but on cultivating digital literacy, awareness, and resilience across communities and sectors.

Tackling threats to cybersecurity

The rise of AI globally adds another layer of complexity. While AI offers immense potential, driving initiatives like the UAE’s National AI Strategy, it also provides new tools for cybercriminals. AI is being used to craft more convincing phishing attacks, spread misinformation, and automate malicious activities. This escalation demands an approach that is proactive, agile, and capable of adapting to both current and emerging threats, ensuring the safe deployment of advanced technologies.

The stakes are high. In a hyperconnected global economy, the financial and reputational damage caused by a major cyberattack can be severe. The Middle East is already reported to have the second-highest data breach costs of any region worldwide, and similar trends can be seen in other regions. Beyond the immediate financial losses, there is the erosion of trust, the disruption of critical services, and the potential for long-term reputational damage.

So, how can the future be secured? The answer lies in collective action and a fundamental shift in mindset. The report offers a comprehensive roadmap for national and international stakeholders alike:

• Prioritise proactive security: It is imperative to move beyond reactive measures and embrace a proactive approach that emphasises early detection, continuous monitoring, and the anticipation of evolving threats. Strengthening defenses ahead of potential attacks and fostering a mindset of constant improvement are essential to building national resilience.
• Cultivate a culture of cyber vigilance: Cybersecurity is everyone’s responsibility. A culture of awareness, where individuals and organisations are fully informed of risks and empowered to adopt preventative measures, is essential. Educating government employees, businesses, and the public about cybersecurity best practices will form a security-conscious culture that will serve as a crucial first line of defense.
• Foster collaboration and information sharing: No single entity can tackle the challenge of cyber threats alone. Deeper collaboration between public and private sector stakeholders, as well as international partners, is required to share intelligence, coordinate responses, and foster best practices. Establishing secure platforms for information exchange and clear incident response protocols will help create a stronger, united front.
• Invest in talent and innovation: A skilled and agile cybersecurity workforce is critical to protecting the digital future. Investment in specialised training, research and development, and programmes that attract and retain top cyber talent will contribute to the creation of a knowledge-based economy, reinforcing security capabilities.
• Embrace AI governance: With AI playing a dual role as both a driver of progress and a potential risk, establishing robust AI governance frameworks is crucial. There is a need for ethical guidelines, regulatory mechanisms, and security standards to mitigate AI-related cyber threats.

A scalable model

The UAE’s approach — anchored in public-private-people partnerships (PPPP) — offers a scalable model for other nations facing similar challenges. As digital transformation accelerates globally, the principles outlined in this report can guide countries in strengthening their cyber resilience, safeguarding critical infrastructure, and securing long-term economic growth.

Cybersecurity is no longer a localised issue; it is a global mission. Nations that invest in collective action today will be better positioned to protect their digital futures tomorrow.

The writer is the CEO at CPX.

Banking giant Standard Chartered and global crypto exchange OKX have launched a pilot programme in Dubai that could reshape how institutional investors trade digital assets.

The new collateral mirroring programme allows institutions to use cryptocurrencies and tokenised money market funds as collateral for trading, without moving those assets onto an exchange. This reduces counterparty risk, a major concern in the crypto world, and enhances capital efficiency for large investors.

It’s the first such initiative to bring together a major global bank, a regulated crypto platform and a traditional asset manager to support secure crypto trading for institutions.

The pilot is being rolled out under the regulatory oversight of Dubai’s Virtual Asset Regulatory Authority (VARA), making it one of the most prominent real-world implementations of regulated digital finance in the region.

Hong Fang, president of OKX, summed it up:“As the digital assets ecosystem becomes more ingrained within traditional finance, we strive to both drive growth and safeguard client assets in the most capital efficient manner. By leveraging Standard Chartered’s position as a top custodian globally, as well as OKX’s market leadership in cryptocurrency trading, the partnership sets an industry standard for current and potential institutional clients to deploy trading capital at scale in a trusted environment.”

Using crypto as collateral

Under the programme, Standard Chartered acts as the regulated custodian. The bank holds the collateral securely in the Dubai International Financial Centre (DIFC), while OKX facilitates trading activity through its VARA-regulated entity.

Speaking about the launch, Margaret Harwood-Jones, global head of financing and securities services at Standard Chartered, said: “We understand the critical importance of robust and secure custody solutions, especially in the evolving digital asset landscape, and our collaboration with OKX to enable the use of cryptocurrencies and tokenised money market funds as collateral represents a significant step forward in providing institutional clients with the confidence and efficiency they need.”

She added that the bank is “ensuring the highest standards of security and regulatory compliance, fostering greater trust in the digital asset ecosystem.”

Backed by Franklin Templeton, Brevan Howard Digital

One of the major components of the pilot is the inclusion of tokenised money market funds provided by Franklin Templeton, a traditional asset management giant with $1.58tn in assets under management.

Roger Bayston, head of digital assets at Franklin Templeton, said: “By ensuring assets are minted on-chain, we enable true ownership, allowing them to move and settle at blockchain speed – eliminating the need for traditional infrastructure.”

This effectively turns traditional, low-risk financial products such as money market funds into on-chain assets that can be integrated into digital finance workflows.

Also onboard is Brevan Howard Digital, the crypto arm of the global hedge fund. The firm is among the first institutional players to participate.

Ryan Taylor, group head of compliance at Brevan Howard and CAO of Brevan Howard Digital, said:

“This programme is the latest example of the continued innovation and institutionalisation of the industry. As a significant investor in the digital assets space, we are thrilled to partner with industry leaders to further grow and evolve the crypto ecosystem globally.”

Majid Al Futtaim has announced an ambitious expansion of its luxury retail portfolio for 2025.

The regional pioneer in shopping malls, communities, retail, and leisure across the Middle East, Africa, and Central Asia reported a record-breaking 2024, with a 26 per cent growth in its lifestyle business.

Read-UAE’s Majid Al Futtaim posts 2024 results, reports Dhs33.9bn in revenue

This expansion will be anchored by renowned Italian brands—Eleventy, Corneliani, and Poltrona Frau—with a series of store openings planned across key locations in the UAE and Saudi Arabia.

Launch of new stores

As part of its strategic growth agenda, Majid Al Futtaim will open over 30 new stores across the region, spanning both luxury and high street brands. The expansion includes five standalone Eleventy stores, the regional debut of Corneliani, and the first Poltrona Frau store outside the UAE, to be launched in Saudi Arabia—showcasing Majid Al Futtaim’s commitment to strengthening its footprint in the luxury retail sector.

“In a region where customers have an abundance of choice, our ambition is to curate a portfolio of luxury brands that offer something truly distinctive. By introducing brands like Eleventy, Corneliani, and Poltrona Frau, we are bringing new dimensions to the luxury market—combining timeless craftsmanship with modern sensibilities that resonate with the refined tastes of our customers,” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle.

Ghanim added, “At Majid Al Futtaim, our work with luxury brands has been deeply rooted in THAT Concept Store, which has been instrumental in identifying and nurturing brands with strong market potential. Eleventy’s journey—from its initial shop-in-shop to standalone stores—is a testament to our strategy of testing, scaling, and growing global luxury brands. This approach enables us to continuously evolve the retail experience and deliver distinctive offerings that resonate with our customers.”

Five standalone Eleventy stores set to open

The five standalone Eleventy stores are scheduled to open in 2025 at key locations including Solitaire Mall in Saudi Arabia, Mall of the Emirates, and Marsa Al Arab—all of which opened this month—with Dubai Mall and The Grove (UAE) to follow later this year. Known for its sustainable practices and premium materials, Eleventy reflects a growing consumer preference for quality and understated sophistication, under the ‘Made in Italy’ banner.

This expansion builds on Eleventy’s existing regional presence, which includes a shop-in-shop at THAT Concept Store, a pop-up at Mall of the Emirates, and its first standalone location at Marina Mall Abu Dhabi, opened with Majid Al Futtaim in November 2024.

Strengthening partnership with Poltrona Frau

Majid Al Futtaim is also strengthening its partnership with Poltrona Frau, the iconic Italian luxury furniture brand, by opening its first store outside the UAE at Centria Mall, Riyadh, in May. Poltrona Frau achieved remarkable growth in 2024, with revenue increasing fivefold following the launch of its second UAE store at Mall of the Emirates.

Corneliani makes regional debut in Saudi Arabia

Italian menswear brand Corneliani made its regional store debut in April at Solitaire Mall in Saudi Arabia. Founded in 1930, Corneliani is one of Italy’s oldest independent luxury brands, renowned for its meticulous craftsmanship and presence in over 70 countries. With the launch of its first standalone store in the Middle East, Majid Al Futtaim is bringing Corneliani’s timeless suits and sophisticated casualwear to a broader audience in the region.

“Eleventy’s philosophy of understated elegance and commitment to sustainability resonates strongly with the sophisticated Middle Eastern consumer. We are excited to strengthen our partnership with Majid Al Futtaim, whose visionary approach to luxury retail is shaping a new standard focused on customer needs,” said Marco Baldassari, Co-Founder and Menswear Creative Director at Eleventy.

“Since partnering with Majid Al Futtaim more than two years ago, we’ve focused on strategic growth and elevating the customer experience. The revitalisation of our flagship store in Jumeirah and our debut at Mall of the Emirates were key milestones. We’re now excited to bring this momentum to the Kingdom of Saudi Arabia with our first store in Riyadh—further strengthening our presence in the GCC,” added Nicola Coropulis, CEO of Poltrona Frau.

Continuing momentum in 2025

Majid Al Futtaim’s expansion in luxury retail builds on a record-setting 2024, which saw a 26 per cent increase in revenue and a 31 per cent surge in digital sales across its lifestyle portfolio.

StLast year also saw the opening of 17 new stores across the region, bringing the total to 87—featuring flagship locations for brands such as lululemon, Psycho Bunny, Shiseido, Crate & Barrel, and CB2, alongside 27 e-commerce platforms. Looking ahead, 2025 is poised to be another milestone year, with plans to open 30 new stores across the region—including seven in Saudi Arabia, a key market for the group.

Dubai’s Global Village has announced May 11, 2025, as the last day of its Season 29. The announcement was made on platform X.

As the region’s premier multicultural family destination for entertainment, dining, shopping, and attractions, Global Village opened its 29th season on October 16, featuring remarkable additions and enhancements across the destination.

Read-Dubai’s food scene: Emirate ranks second globally as gastronomy capital

However, the entertainment destination still has several exciting events lined up before the season concludes:

1- Amit Trivedi Live – “Abir Gulaal” (April 19, 8 PM)
Visitors can experience an electrifying evening as Amit Trivedi unveils his latest musical masterpiece, Abir Gulaal, live at Global Village. This exclusive music release event will also feature Bollywood stars Fawad Khan and Vaani Kapoor.

2- Taylor Swift Tribute Show (April 23)
Taylor Swift fans are in for a treat with an electrifying tribute show featuring two spectacular performances under the stars.
Sing along to your favorite hits—from Love Story to Shake It Off and Anti-Hero—as a talented live act brings Taylor’s iconic music and energy to life.
Showtimes:
First Show: 7:40 PM
• Second Show: 9:45 PM

3-Freddie Mercury Tribute Show (April 16)
Experience the legendary music of Queen’s iconic frontman in a spectacular tribute performance that captures the essence of Freddie Mercury’s stage presence.
Showtimes:
7:05 PM
• 9:25 PM

4-Amr Diab Live in Concert (May 4, 8:30 PM)
Closing in on the season’s end, Global Village will host an unforgettable night with Arabic music legend Amr Diab.
Get ready to sing along to timeless hits like Nour El Ain, Tamally Ma’ak, and Ana Ayesh. This concert promises a night filled with nostalgia and energy, celebrating one of the Arab world’s most iconic artists.