Martha Stewart on choosing Dubai to launch her brand’s first standalone retail store

For more than four decades, Martha Stewart has built one of the most recognisable lifestyle empires in the world, transforming domestic craft into a multibillion-dollar business that spans publishing, television, retail, and beyond. When her brand chose Dubai for its first standalone retail stores anywhere in the world, it was a deliberate signal of where global lifestyle retail is headed.

The flagship opening at Mall of the Emirates last month, hosted by Apparel Group in partnership with Marquee Brands, was less about ceremony and more about intent, bringing Stewart’s philosophy of practical, well-designed living into a market that has become a proving ground for international brands seeking growth beyond saturated Western markets.

Dubai’s retail landscape, shaped by discerning consumers who expect quality and curation in equal measure, offered something few other cities could: an audience that values both function and refinement, and the commercial infrastructure to support a seamless launch.

Here, Stewart shares why Dubai felt like the right starting point, what drew her to this partnership, and how she thinks about curating a lifestyle brand for a Middle East audience.

This is the first standalone Martha Stewart store across the world. Why did Dubai make sense as the launchpad for this new retail chapter?

I have been coming to Dubai for quite a few years. I’ve done television programmes in the region and have many friends here, so I’m very familiar with it. With the quality and scale of the malls, it felt like the perfect place to extend the brand in this part of the world.

You’ve partnered with Apparel Group and Marquee Brands for this expansion. What did they bring to the table that made the collaboration work?

Apparel Group has a strong presence across Dubai’s malls and a very solid network in the Middle East, which is extremely appealing. They’re also excellent at sourcing products. Sima Ganwani Ved is fantastic and very hands-on in the business, which makes a real difference. That level of engagement matters.

The stores span categories from kitchenware to fragrance and bedding. How did you curate the mix specifically for the Middle East consumer?

We studied the needs of the consumer very closely. Everything starts with a simple question, does the customer need this, and does the customer want this? From there, we build out the assortment. The goal is to offer products that are useful, beautiful, and relevant to how people actually live.

The Dubai opening was more than a retail launch, it became a broader conversation around creativity and legacy. Was that intentional?

Yes. I think it’s important to frame business around ideas that last. Retail is not just about selling products, it’s about values, creativity, and how you build something that endures. That’s especially relevant in a place like Dubai, where ambition and long-term thinking are very much part of the culture.

How do you see the role of physical retail evolving for lifestyle brands today?

Stores have to be experiential. People want to see, touch, and understand how products fit into their lives. A physical space should inspire, educate, and feel welcoming. If it doesn’t do that, there’s no reason for it to exist anymore.

What does this launch signal for the future of the Martha Stewart brand in the region?

This is just the beginning. Dubai is a strong base, and the region has a deep appreciation for quality and design. We’re excited to grow thoughtfully and bring more of the brand’s philosophy of practical, well-designed living to new audiences.

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