Selfridges will welcome Saudi: Sky’s The Limit.
The pop-up is located in the Corner Shop.
The experience is open until 5 September 2026.
Saudi: Sky’s The Limit runs until September.
The department store Selfridges is set to welcome a Saudi Arabian pop-up. Running until 5 September 2026, Saudi: Sky’s the Limit is located at the Corner Shop and offers an immersive shopping experience showcasing more than 20 Saudi fashion, beauty and food brands.
Saudi: Sky’s the Limit at Selfridges has been created in partnership with Public Investment Fund-owned company, Milaf Global, which is also one of Saudi Arabia’s leading food and beverage groups. This is not the first time Saudi brands have been showcased at Selfridges. In June 2025, six Saudi fashion brands made their collective debut through the two-month summer pop-up, Saudi 100.
The Saudi takeover at Selfridges celebrates the country’s rich culture, craftsmanship, history and heritage. The aim is to showcase new designers and brands to an international audience. The activation also coincides with Selfridges’ Dream On celebration of creativity, inviting visitors to step into a world where inspiration comes to life.
At Saudi: Sky’s the Limit, visitors can discover 1886’s stylish streetwear, Artfeena homeware, Assaf fragrances, Jeed jewellery, Kayanee wellness products, and Lâm’s Parisian baked goods.
Bander Alqahtani, Chief Executive Officer of Milaf Global, said: “Visitors will enjoy an immersive journey inspired by Saudi culture and contemporary creativity through carefully curated retail experiences, product showcases, storytelling, tastings and cultural moments. Through strategic partnerships such as Selfridges, Milaf Global is creating meaningful opportunities that bring Saudi brands to the global stage while celebrating the quality, innovation and authenticity that define Saudi Arabia today.
“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 inspire even more Saudi brands to reach audiences around the world.”
Judd Crane, Selfridges’ Executive Director of Buying and Brand, added: “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.”
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Where: Selfridges, 400 Oxford Street, London, W1A 1AB
When: Until 5 September 2026
Contact: www.selfridges.com