Majid Al Futtaim Fashion Expands Digital Footprint With The Launch Of 'THAT' Mobile App

‘Hand-Picked Style for Today’s Creator’
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Majid Al Futtaim Fashion has expanded its digital footprint with the launch of THAT, their latest curated multi-brand mobile app for men and women. With its roots set in Dubai, and a millennial mindset with a firm focus on contemporary and cutting- edge designs, THAT draws in over 150 established and emerging brands, with a number of exclusive designers all hailing from Scandinavia, USA, UK, South Korea, Middle East and beyond. The new app will include brands such as Alanui, Chiara Ferragni, Common Projects, Hellesy, Hussein Bazaza, JW Anderson, Kirin, N21, Olympia Le Tan, Opening Ceremony, Tibi and Victoria by Victoria Beckham to name a few.

For the sneaker collectors and streetwear enthusiasts, to those who adore emerging luxury brands spotted in the hands of social media it-girls and celebrities, THAT brings you a curated unique edits from international and regional world-renowned brands to new styles by niche rising designers and sustainable ethical brands that are hard to get your hands on anywhere else in Dubai.

THAT’s unique wide range includes ready-to-wear, jewellery, handbags, sneakers, beauty and grooming, eyewear, hand-picked gifts & gadgets, eclectic art as well as accent home accessories.


THAT is an experience, a destination, a convergence of cultures in fashion, beauty, jewellery, gifts and more. THAT is where you can channel self-expression through a multi-brand lifestyle platform with a continuously curated collection of ‘what’s in’, THAT always keeps you in style.

In addition to the App, Majid Al Futtaim has launched THAT pop-up store on June 4th, an immersive retail shopping experience of curation and newness, at Mall of the Emirates, Dubai. The UAE’s latest and hugely anticipated multi-brand pop-up store, offering a taste of THAT and features curated items from unique designers exclusive to Majid Al Futtaim from across the globe, allowing style and fashion not to be forced, but to be an individual and unique art form. Seasonal brand drops and exclusive collections will be regular at THAT allowing you to visit weekly and always be immersed by the latest designs from brands including Barbara Bologna, Ireneisgood, IISE, Khaite, Kirin, Les petits Joueurs, Marni, Nita Suri, Palmer Harding, Simone Rocha, Un Dimanche a venise, Y/Project for women, as well as BALR, Han Kjobenhavn, Maison Kitsune, and MSGM for men. THAT also brings you bespoke customization and services. The ‘what’s in’ list, with continuous drops, has been carefully selected to ensure THAT always keep you in style and in line with THAT’s creative approach to fashion and business.

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Shireen El Khatib, Chief Executive Officer Shopping Malls at Majid Al Futtaim, said: “We are proud to enhance our Mall of the Emirates portfolio to include THAT, and confident the concept will revolutionize the Middle East’s retail landscape. The concept is a celebration of what Majid Al Futtaim stands for and we look forward to everyone experiencing the unique curation of brands shaped especially for the MENA region”.


THAT app will be available to download on all Apple and Android smartphones. Dedicated to the young at heart, tech-savvy crowd, THAT App is not only a nod to the future of retail but an innovative, fully fledged e-commerce experience to the region that promises to be intuitive and customer centric. You can shop the latest drops and exclusive brands for women, men, beauty and objet d’art collections through a seamless mobile shopping journey from product browsing to easy checkout by just a click away from the comfort of your own home with a 2- hour free delivery and for every purchase made, you can earn and redeem SHARE points. How amazing is THAT?


Fahed Ghanim, Acting Chief Executive Officer of Fashion at Majid Al Futtaim, said: “THAT is fulfilling a quest for novelty and inspiration, adding a new dimension to the shopping experience. The mobile app will offer coveted local and international brands and designers which can be easily accessed on the tech-savvy THAT App. It’s certainly an exciting addition to our business and we hope to continue intertwining Majid Al Futtaim into the lives of our customers through projects such as this”.


THAT App & Pop-up store sees Majid Al Futtaim further expand its digital and fashion portfolio into an alluring world set to have global dominance in the leading fashion & lifestyle scene. THAT store when officially open at Mall of the Emirates later this year promises so much more, including exclusive brand launches, personalized services and be-spoke lifestyle experiences.

Stay tuned for THAT and much, much more!

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