PacSun is bringing its California aesthetic to the Middle East.
The Anaheim, Calif.-based retailer, which operates around 350 stores across the U.S., has signed a deal with Majid Al Futtaim, a leading shopping mall developer in the Middle East, Africa and Asia, to open PacSun stores across the region.
Over the next five years, Majid Al Futtaim will open up to 20 PacSun stores in key markets including flagships in Dubai and Abu Dhabi, supported by regional e-commerce platforms and experiential activations. The first store will open at the Mall of the Emirates in Dubai in early 2026 and will mark PacSun’s first expansion outside the U.S.
But the company is not waiting until then to fan the flames. To promote its planned entry, PacSun has created a special collection that it will debut at the upcoming Formula 1 Grand Prix race in Abu Dhabi, slated for Thursday to Sunday.
In addition to a 14-piece collection of relaxed T-shirts, a Pole Position jacket, Sunset Souk mesh shorts, a five-panel hat and a Golden Lap tote bag, PacSun will create a pop-up to showcase the collection.
This will mark the fourth city where PacSun has popped up during Formula 1 races, but its first outside the U.S. It has also created experiences and product in Miami, Austin and Las Vegas.
This marks the fourth city where PacSun has created product for Formula 1 races.
Courtesy of PacSun
The retailer’s move into the Middle East is part of the strategy mapped out by chief executive officer Brieane Olson. Since being elevated to the top post in May 2023, she has set out to create a purpose-driven company centered around fashion, music, art and sport to appeal to its target Gen Z and Gen Alpha customers. That includes collaborations with not only Formula 1 but also the Metropolitan Museum of Art and relationships with Selena Gomez, A$AP Rocky and Fear of God’s Jerry Lorenzo, among others.
“Expanding into the UAE, one of the world’s most dynamic and youthful regions, marks a pivotal step in PacSun’s global journey, guided by a deep commitment to connecting with Gen Z and Gen Alpha, by listening to how they express themselves, connect, and influence culture,” Olson said. “Partnering with Majid Al Futtaim allows us to bring that vision to life in a place that shares our values of creativity and mission to co-create our brand with our community. We are excited about the kind of shopping experience that we can create together.”
Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, said: “PacSun’s arrival in Dubai signifies much more than a new brand entering our portfolio, it’s a celebration of youth culture and creativity. The GCC [Gulf Cooperation Council, consisting of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates] is home to a generation that defines global trends, and our partnership with PacSun is a powerful step in how we continue to engage this audience through innovation, community and authentic self-expression.”
Around 60 percent of GCC’s population is under age 30 and among the most digitally engaged in the world.
Majid Al Futtaim was founded in 1992 and has owned assets worth $19 billion. It owns 29 shopping centers including the Mall of the Emirates and the Mall of Oman.
