Milaf Global has partnered with Selfridges to bring 25 Saudi brands to The Corner Shop at Selfridges London through a six-week retail activation.
Running from 27 July to 5 September 2026, Saudi: Sky’s The Limit spans fashion, beauty, jewellery, fragrance, fine food and lifestyle. Developed by Milaf Global in partnership with Selfridges, the activation presents a curated selection of contemporary Saudi brands alongside exclusive products.
The project forms part of Dream On, Selfridges’ summer celebration of creativity, imagination and original in-store experiences. It also supports Milaf Global’s strategy of creating international opportunities for Saudi businesses through global retail partnerships.
Twenty-Five Brands Across Six Categories
The Corner Shop assortment brings together Saudi businesses operating across six consumer categories, presenting fashion, beauty, jewellery, fragrance, food and lifestyle products within a single retail environment.
Among the participating food businesses is LÂM, the Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi. The activation brings the bakery’s signature pastries to London for the first time.
Jeed presents its contemporary jewellery collections, while luxury fragrance house Assaf and Saudi fragrance brand Batlah extend the offer into scent and personal fragrance.
Customers can also explore products from premium wellness brand Kayanee and Saudi streetwear label 1886.
Design-led homeware is represented by Artfeena, while artisanal food brands Jazean and Ganache add coffee, confectionery and gifting products to the wider selection.
Together, the participating brands present a cross-section of Saudi Arabia’s contemporary consumer and creative sectors, ranging from established product categories to emerging fashion, design and lifestyle businesses.
Retail, Tastings And Cultural Programming
Saudi: Sky’s The Limit has been developed as an immersive retail destination combining product discovery with storytelling, tastings and cultural programming.
The activation uses curated product showcases and in-store experiences to introduce the individual businesses, their products and the creative influences behind their development.
The mix of categories supports different forms of customer interaction. Fashion, jewellery and homeware can be explored through physical displays, while the food and fragrance brands introduce further opportunities for tasting and sensory discovery.
Across the activation, Saudi heritage is presented alongside contemporary approaches to fashion, design, fragrance, wellness and food production.
Milaf Global Supports International Growth
Milaf Global is a Saudi food and beverage group and a company of the Public Investment Fund.
The company said the Selfridges partnership reflects its wider mission to create international opportunities for Saudi brands and support their long-term commercial development.
By bringing businesses from several sectors together within one London retail environment, the initiative introduces their products to new audiences while creating opportunities for wider international recognition and collaboration.
Part Of Selfridges’ Dream On Programme
The Corner Shop is a rotating retail space within Selfridges London, hosting temporary concepts, collaborations and product launches throughout the year.
Saudi: Sky’s The Limit sits within Dream On, a wider summer programme inviting customers to step away from the everyday through creative installations, experiences and retail concepts.
The Saudi activation adds an international, multi-brand element to the programme, bringing together products and creative work from several disciplines within one destination.
Saudi: Sky’s The Limit will remain at The Corner Shop at Selfridges London until 5 September 2026.
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