LONDON — Selfridges is making way for a display of Saudi Arabia‘s riches, with the Corner Shop set to be transformed into an “immersive destination” with more than 20 fashion, beauty and food brands highlighting the kingdom’s creativity and design talent.
Called “Saudi: Sky’s the Limit,” the destination has been created in partnership with Milaf Global, a PIF-owned company and one of Saudi Arabia’s leading food and beverage groups. PIF, the sovereign wealth fund of Saudia Arabia, holds a 40 percent stake in Selfridges and is the partner of majority owners Central Group.
The Corner Shop takeover will run from Monday until Sept. 5, and aims to highlight the kingdom’s “rich heritage, exceptional craftsmanship and spirit of innovation,” and introduce top Saudi brands to a wide international audience, and create new opportunities, according to Milaf Global.
Highlights include Lâm, the Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi, which will bring its signature pastries to London for the first time.
The Corner Shop will also stock contemporary jewelry from Jeed; luxury fragrances from Assaf; premium wellness products by Kayanee; streetwear by 1886, and design-led homeware from Artfeena. Artisanal food brands Jazean, Bath and Ganache will also be part of the offer.
The Corner Shop takeover will be running alongside Dream On, Selfridges’ summer celebration of creativity, imagination and original experiences. Selfridges describes it as an “invitation to disconnect from the everyday, and be transported into a world of imagination, where dreams come to life.”
The Corner Shop concept space sits at the corner of Oxford and Duke Streets, and hosts multiple takeovers throughout the year.
Bander Alqahtani, chief executive officer of Milaf Global, said “The activation highlights how Saudi brands combine heritage with innovation to deliver world-class consumer experiences. Visitors will experience an immersive destination inspired by Saudi culture and contemporary creativity through curated retail experiences, product showcases, storytelling, tastings and cultural moments.”
He added that Saudi brands are entering a new era of international growth.
“Through strategic partnerships such as Selfridges, Milaf Global is creating meaningful opportunities that elevate Saudi brands onto the global stage while celebrating the quality, innovation and authenticity that define Saudi Arabia today,” he said.
Alqahtani added: “‘Saudi: Sky’s the Limit’ is not only a showcase of exceptional products, it is a platform for long-term international collaboration and sustainable growth. We believe this partnership will create lasting connections, open new opportunities for collaboration and encourage more Saudi brands to reach new audiences around the world.”
Judd Crane, Selfridges’ executive director, buying and brand, described “Saudi: Sky’s the Limit” as a “unique destination that showcases a curated edit of some of the very best in Saudi fashion, beauty and confectionery. The partnership reflects our commitment to supporting emerging talent and celebrating the diversity of makers and designers beyond the traditional fashion capitals of Paris, Milan, London and New York.”
It’s not the first time Saudi brands have taken center stage at Selfridges.
In June 2025, six Saudi fashion brands made their collective debut at Selfridges as part of a two-month summer pop-up.
Five ready-to-wear labels — Noble & Fresh, Nora Al Shaikh, Mona Alshebil, ArAm by Arwa Alammari and Samar Nasraldink — and the jewelry brand Apoa were handpicked by Selfridges buyers to showcase their respective interpretations of modern Saudi identity.
That pop-up was supported by Saudi Arabia’s Fashion Commission and the Cultural Development Fund, and was part of Saudi Vision 2030’s goals of cultural advancement and international engagement.
According to the Saudi Fashion Commission, the kingdom’s fashion industry, valued at $30 billion in 2023, is expected to reach $42 billion by 2028, with fashion contributing 2.5 percent to the kingdom’s GDP.
