Majid Al Futtaim has officially entered the childrenswear market, launching the first Middle East boutique for the French heritage brand Tartine et Chocolat at Dubai Mall. This move marks a significant expansion for Majid Al Futtaim’s Lifestyle division, which manages a portfolio of international premium brands across the fashion and home sectors.
New Boutique at Dubai Mall
The new 150-square-metre store is situated on the mall’s second floor within the dedicated Kids Fashion section. It offers a comprehensive collection for children, from newborns to pre-teens, including ready-to-wear clothing, accessories, nursery items, soft toys, and curated gifting collections.
Founded in Paris in 1977, Tartine et Chocolat is recognised for its refined, minimalist style, often described as “Chic à la française.” The Dubai boutique reflects this aesthetic with soft-toned interiors and carefully arranged displays. In a unique retail move, the location also features a selection from BONTON, another label from Groupe Zannier, marking the first time the two French brands have been showcased together in a single store.
Strategic Expansion into Children’s Fashion
The opening is a key part of Majid Al Futtaim’s strategy to broaden its reach into new lifestyle and luxury categories. The company stated the move is a direct response to growing regional demand for premium children’s fashion.
This commitment to the segment is set to continue, with plans already in place to open a second Tartine et Chocolat boutique at the Mall of the Emirates in 2026. This long-term planning highlights the company’s confidence in the luxury childrenswear market and aligns with wider regional commercial growth, which includes major projects like the new UAE-Oman freight train aimed at improving business connectivity.
Tartine et Chocolat currently operates over 100 boutiques around the world, and the new Dubai store provides a crucial regional presence for its international retail network. The launch further supports the growing reputation of both Abu Dhabi and Dubai as essential hubs for global fashion and luxury retail, attracting international companies looking to boost their Middle East presence from the UAE.
