Majid Al Futtaim, a leading developer and operator of shopping malls, communities, retail and leisure destinations across the Middle East, Africa and Asia, in partnership with the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME), part of the Dubai Department of Economy and Tourism (DET), has expanded Ma’an by Majid Al Futtaim, with the launch of its latest customer-facing showcase at Mall of the Emirates. The initiative marks a significant milestone in Ma’an’s evolution, creating direct market access for Dubai’s homegrown businesses and connecting them with millions of consumers across one of the region’s most visited retail and leisure destinations.

The launch was marked by a ribbon-cutting ceremony attended by senior representatives from Majid Al Futtaim and Dubai SME, officially opening the showcase to visitors. This exciting concept provides customers the opportunity to discover and shop for Dubai based homegrown brands across fashion, jewellery, food, lifestyle and design-led retail, all under one roof, reflecting the breadth and quality of entrepreneurial talent already established across the city.

Ma’an was created to help Dubai based entrepreneurs gain greater visibility, reach new customers, and unlock practical opportunities for growth. To date, the initiative has supported close to 70 homegrown brands across the wider Majid Al Futtaim ecosystem, including retail, leisure, entertainment, and loyalty platforms. This growing network of participants reflects both the commercial readiness of Dubai’s SME community and the effectiveness of public–private collaboration in generating real market opportunities.

As part of the programme, 27 brands have been featured across destinations such as THAT Concept Store, VOX Cinemas, ACTIVATE, and iFLY, while 30 brands are participating in dedicated mall pop-ups across Majid Al Futtaim destinations. A further 12 brands have also been onboarded onto the SHARE Rewards Programme, extending their reach beyond the physical mall environment and connecting them with customers through Majid Al Futtaim’s digital loyalty ecosystem.

The first phase of Ma’an focused on opening applications and onboarding Dubai based SMEs into Majid Al Futtaim’s consumer ecosystem, giving selected brands access to retail, entertainment, loyalty, and marketing platforms across the group. With participating brands now integrated into customer-facing channels, the programme has moved into its second phase, focused on direct visibility, discovery, and market access.

This next phase reflects the importance of practical market access in supporting SME growth. By connecting homegrown brands with established retail environments, entertainment platforms, and digital engagement channels, Ma’an supports Dubai’s wider efforts to strengthen entrepreneurship, enable business growth, and increase the contribution of SMEs to the economy. As a cornerstone of the Dubai Economic Agenda, D33, which aims to double the size of the city’s economy by 2033, SME-enabling initiatives such as Ma’an play a direct role in building the commercial foundations required to sustain long-term, diversified growth.

Ahmad Al Room Almheiri, CEO of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME), said: “Dubai’s entrepreneurial ecosystem continues to demonstrate its strength and resilience, and Ma’an by Majid Al Futtaim is a direct expression of that confidence, showing how public-private collaboration can create practical growth opportunities for SMEs. By connecting homegrown brands with established consumer destinations and digital platforms, the programme gives entrepreneurs direct access to customers, visibility and commercial insight to support sustainable growth.

“Dubai SME’s focus continues to be on ensuring that entrepreneurs are given the market access and partnerships needed to grow. Initiatives such as Ma’an strengthen the bridge between emerging businesses and major private sector platforms, advancing the objectives of the Dubai Economic Agenda, D33, and reinforcing Dubai’s position as a city where SMEs can scale with confidence. As global conditions continue to evolve, Dubai is committed to enabling its business community, and this programme is a tangible outcome of that commitment.”

Khalifa Bin Braik, Chief Executive Officer, Majid Al Futtaim Asset Management, said: “Ma’an was created around a simple belief: extraordinary businesses already exist across the UAE, but many still face barriers when it comes to access, visibility, and scale. Through Ma’an, we are opening Majid Al Futtaim’s ecosystem to help address those challenges in a practical and tangible way.

“By giving homegrown brands access to customers, retail environments, loyalty platforms and live experiences, we are creating opportunities that would traditionally take years to build independently. This is more than a moment of visibility; it is a platform for growth. The founders participating in Ma’an represent the creativity, resilience, and ambition of the UAE’s SME community, and we are proud to support them as they take their next step.”

Following its debut at Mall of the Emirates, the Ma’an roadshow will continue to City Centre Mirdif and City Centre Deira, spending two weeks at each destination and introducing customers to a new selection of Dubai based SMEs and homegrown businesses.

Through Ma’an, Majid Al Futtaim and Dubai SME continue to support homegrown businesses by creating tangible pathways to customers, visibility, and commercial growth, while strengthening collaboration between the public and private sectors to support the UAE’s entrepreneurial community.