LONDON: More than 25 Saudi brands are being featured at Selfridges in London.
The six-week event is part of a new initiative introducing the Kingdom’s products to international consumers and supporting local businesses as they expand into global markets.
Titled “Saudi Arabia... Horizons Without Borders,” it was launched by Milaf Global — a Public Investment Fund company — in partnership with the famous store. Running until Sept. 5, it features Saudi brands spanning fashion, beauty, fragrances, jewelry, food and lifestyle.
The brands were selected jointly by Milaf Global and Selfridges based on product quality, brand identity, readiness for international expansion, and their contribution to Saudi Arabia’s growing creative sector.
The initiative is part of broader efforts under Saudi Vision 2030 to diversify the Kingdom’s economy by strengthening non-oil industries and supporting Saudi businesses seeking access to international markets.
Nayef Al-Dawsari, communications manager at Milaf Global, said it offered the brands a platform to reach a global audience.
“We’re here at Selfridges in London with more than 25 local brands,” he told Arab News. “Our role is to support them and showcase their products to international visitors.”
Saudi entrepreneur and brand owner Nawal Al-Khalawi said the event marked an important milestone for local businesses: “It’s fabulous to see all these Saudi brands at Selfridges, being celebrated and put on this global stage.”
Designer Yazeed Abahussein said being featured at the iconic London department store was a significant achievement.
“It’s definitely a dream come true to be at one of the most important department stores in the world,” he said. “It’s an opportunity to show an international audience what Saudi Arabia has to offer culturally and creatively.”
The event gives visitors to London the chance to discover a diverse range of Saudi-made products while highlighting the Kingdom’s growing community of entrepreneurs, designers and creative talent.
