Majid Al Futtaim is strengthening its lifestyle portfolio with a move into luxury childrenswear, bringing Tartine et Chocolat—the Paris-born brand known for its heritage craftsmanship and understated French elegance—to the region. The brand’s first and only Middle East boutique has opened at Dubai Mall, signalling the group’s strategic entry into a high-potential retail category.
This expansion is part of Majid Al Futtaim’s broader effort to diversify its Lifestyle business into segments aligned with evolving consumer habits, particularly those anchored in family, experience, and long-term brand affinity.
“Expanding into luxury childrenswear marks an exciting evolution for our Lifestyle business as we continue to shape a portfolio that reflects how our customers live and grow,” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle. “Tartine et Chocolat embodies the craftsmanship, authenticity, and enduring quality that define our approach to retail. Bringing this beloved French maison to the region allows us to create meaningful connections with families and extend our lifestyle offering into a new generation.”
Founded in Paris in 1977, Tartine et Chocolat combines traditional French design codes with modern retail sensibilities, offering apparel, accessories, nursery items, and gifts for newborns to juniors. Its entry into Dubai reflects Majid Al Futtaim’s ability to identify brands that resonate emotionally yet perform commercially within the Middle East’s premium retail ecosystem.
The 150-square-metre boutique at Dubai Mall embodies the maison’s soft aesthetic and meticulous attention to detail — qualities Majid Al Futtaim views as complementary to its existing lifestyle portfolio, which includes leading global fashion and homeware brands.
The partnership also introduces BONTON, a contemporary children’s lifestyle brand under Groupe Zannier, to the region for the first time. The two French labels will share the boutique, creating what the company calls a “360-degree family experience” within the children’s segment.
“Tartine et Chocolat is proud to strengthen its presence in the Middle East through this partnership with Majid Al Futtaim, a leader in lifestyle retail and a trusted name in bringing global brands to the region,” said Emilie Zannier, President of Tartine et Chocolat. “This milestone marks an exciting new chapter for our maison, allowing us to showcase our craftsmanship and heritage through a dedicated boutique experience.”
Plans are already in place for a second Tartine et Chocolat store at Mall of the Emirates in 2026, underscoring the category’s growth potential and the company’s long-term commitment to premium family retail.
With more than 100 boutiques globally, Tartine et Chocolat’s entry positions Majid Al Futtaim as a key player in shaping the luxury childrenswear landscape across the Middle East — a segment poised for strong demand as affluent families seek curated, experience-led retail.
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