Majid Al Futtaim Asset Management’s CEO on turning malls into growth engines for SMEs
Majid Al Futtaim Asset Management’s Khalifa Bin Braik explains how Ma’an fits into the UAE’s broader SME push and why malls are being repositioned as platforms for entrepreneurs
27 April, 2026
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As the UAE sharpens its focus on SMEs, backed by a recent Dhs1bn support package, Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, is looking to close one of the sector’s biggest gaps: access.
Through Ma’an, Majid Al Futtaim is opening its retail and entertainment ecosystem to homegrown businesses, offering them a fast-track into high-footfall destinations and established consumer channels. The response has been immediate, with around 7,800 registrations already received for the initiative.
In this interview with Gulf Business, Bin Braik explains how Ma’an fits into the UAE’s broader SME push, why malls are being repositioned as platforms for entrepreneurs.

Ma’an launches at a time when the UAE is expanding national support for SMEs, including the recent Dhs1bn package. How does this initiative fit into that wider ecosystem, and what specific gaps is it designed to address for homegrown businesses?
Ma’an is closely aligned with the direction set by the UAE leadership, particularly the recently announced Dhs1bn economic support package, which reinforces that small to medium-sized enterprises (SMEs) are a national priority.
What Ma’an does is translate that ambition into a practical opportunity. While policy frameworks and financial incentives are critical, one of the biggest barriers SMEs face is access to high-footfall locations, established consumer audiences, and credible platforms that can accelerate their growth.
Through Ma’an, we are addressing this directly by opening Majid Al Futtaim’s full ecosystem to homegrown businesses. From Mall of the Emirates and THAT Concept Store to VOX Cinemas and Carrefour, our destinations collectively attract millions of customers each year. This gives SMEs the ability to showcase, test, and scale their brands in environments that would otherwise take years to access independently.
Ultimately, Ma’an complements the broader ecosystem by turning opportunity into tangible action.
Shopping malls have evolved far beyond traditional retail spaces. From your position overseeing Majid Al Futtaim Asset Management, how will Ma’an reshape the role of malls as platforms for entrepreneurship and community-driven business growth?
Shopping malls have always been more than transactional places; they are community hubs at their core. With Ma’an, we are taking that step further by positioning our destinations as platforms for entrepreneurship. Rather than being spaces exclusively for established brands, our malls become launchpads for emerging businesses.
What sets this apart is the scale and integration of our ecosystem. We are not simply offering retail space; we are connecting SMEs to a full commercial infrastructure spanning retail, entertainment, loyalty, and media.
This fundamentally shifts the dynamic, enabling smaller businesses to move faster, reach wider audiences, and build meaningful brand presence within a trusted environment.

Public-private partnership is central to Ma’an’s design. How does working with Dubai Economy and Tourism (DET) enable in terms of scale, access or impact that wouldn’t have been possible alone?
The partnership with Dubai Economy and Tourism and Dubai SME is fundamental to the success of Ma’an.
Majid Al Futtaim and DET share a longstanding relationship built on a common commitment to Dubai’s economic growth and the strength of its business community. DET and Dubai SME bring the policy framework and deep connections to the entrepreneurial ecosystem, something we cannot replicate independently.
In parallel, we bring a powerful consumer infrastructure across retail, entertainment, dining, loyalty programmes and digital platforms.
It is the combination of these capabilities that creates real scale and impact. Neither could achieve this alone.
More broadly, Ma’an reflects the UAE’s model of close public-private collaboration to drive economic growth.
Given the current regional geopolitical pressures, how are you seeing consumer behaviour and retailer sentiment shift across Majid Al Futtaim malls, and what does this mean for SMEs entering the market?
In periods of uncertainty, consumers tend to become more intentional in their spending, with a stronger focus on value, trust, and relevance.
At the same time, we are seeing a growing preference for supporting homegrown and locally rooted brands, a reflection of stronger community alignment and shared progress
From a retail perspective, there is an increased focus on optimising cost structures and strengthening demand visibility. This is where platforms like Ma’an play an important role.
By providing access to high-footfall destinations and integrated marketing channels, we help reduce uncertainty and create a more stable environment for SMEs to operate and grow.
SMEs tend to feel the pinch first during uncertain periods. What practical support, whether operational, financial or footfall-related, will Ma’an provide to help small businesses stay resilient?
The support we provide through Ma’an is both operational and commercial.
On the operational side, we are lowering barriers to entry by giving SMEs access to premium retail environments across our ecosystem, from pop-up spaces at Mall of the Emirates to product placements within THAT Concept Store, VOX Cinemas and Carrefour.
On the commercial side, we amplify visibility through our marketing and communications platforms, including the SHARE loyalty programme, social channels, digital screens, media and influencer partnerships.
This combination is critical. Building this level of visibility independently can take years, but Ma’an significantly accelerates that journey, enabling businesses to go from awareness to recognition and loyalty in a much shorter timeframe.
Ultimately, the goal is to enable growth while strengthening resilience.

What do you see as the biggest opportunities for SME-led growth in the UAE’s retail landscape, and how will the insights gained from Ma’an shape your long-term strategy for mall development and tenant mix?
Across the UAE, a new generation of founders is building brands that are not only locally relevant but have the potential to scale regionally and globally.
We see strong opportunities in categories where authenticity and experience are key, particularly across lifestyle, food, fashion, and emerging retail concepts.
Ma’an provides us with direct insight into how these businesses perform within our ecosystem, helping us better understand evolving customer preferences and demand patterns.
These learnings will play an important role in shaping our future tenant mix and how we continue to evolve our destinations.
More broadly, this ensures our malls remain dynamic, relevant, and reflective of the communities they serve, with SMEs playing an increasingly important role.
For now, our focus is on successfully launching Ma’an in the UAE and supporting the first cohort of businesses as they grow within our ecosystem.




















