Culture, Curated

As youth culture reshapes the global retail playbook, Majid Al Futtaim is placing its boldest bets at the intersection of fashion, community, and cultural relevance. The exclusive partnership with Pacsun, marking the iconic Californian brand’s first international expansion beyond the United States, is more than a portfolio addition. It is a strategic signal.

With Pacsun’s debut store set to open at Mall of the Emirates in early 2026 and a roadmap to roll out up to 20 stores across the GCC, the move reflects Majid Al Futtaim Lifestyle’s refounding journey, one anchored in purpose-driven brands, lifestyle ecosystems, and long-term cultural relevance.

In this conversation, Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim’s  Lifestyle business, shares how Pacsun fits into the Group’s 2026 vision, why youth culture is central to future growth, and how data, technology, and sustainability are shaping the next era of lifestyle retail in the region.

Pacsun marks a bold entry into youth culture. How does this partnership signal the next evolution of Majid Al Futtaim’s strategy for 2026 and beyond?
Pacsun is more than a retail brand; it is a cultural force shaped by the voices of young people, which makes it a natural fit for Majid Al Futtaim. Our strategy has never been to collect brands, but to curate with intention, choosing partners that bring cultural relevance, strategic value, and long-term growth potential.

Pacsun does exactly that. It brings the kind of youth-driven creative energy that is reshaping the future of retail. As part of our refounding journey, it plays an important role in future-proofing the business, allowing us to lean further into culture, digital behaviour, and the momentum of youth.

As consumer tribes fragment and youth culture accelerates, what is your long-term vision for building lifestyle ecosystems rather than just brand portfolios?
Our refounding journey is about moving beyond a portfolio of brands to building connected lifestyle ecosystems. Young people don’t consume in silos. Fashion blends into music, art merges with sport, and content fuels community.

Our vision is to build ecosystems that reflect this behaviour. Pacsun sits at the intersection of fashion, art, music, and sport, driven by self-expression rather than just product. Each brand in our portfolio must play a cultural role, contributing meaningfully while collectively creating an environment where customers feel seen, inspired, and part of something bigger. That is how we future-proof relevance.

How will Majid Al Futtaim redefine lifestyle retail as categories, channels, and behaviours continue to blur?
Lifestyle retail today is about meaning and belonging. Whether a customer engages with us in a flagship store, on an app, or at a community event, the experience must feel intentional and consistent.

We see the opportunity to redefine lifestyle retail in the region by building ecosystems rather than isolated touchpoints and by designing experiences that move fluidly across channels and categories. The future is not only transactional; it is emotional. When brands earn a place in someone’s life, not just their wardrobe, lifestyle retail becomes powerful.

What does your 2026 expansion blueprint look like across fashion, athleisure, wellness, and home? Where are the biggest bets?
2026 will be a milestone year. Our biggest bet is Pacsun, with its first international flagship opening at Mall of the Emirates in the first half of the year, followed by a regional rollout of up to 20 stores over five years. It reflects our commitment to youth culture and long-term category growth.

Beyond Pacsun, we will continue expanding across fashion, home, and wellness, scaling brands with strong momentum and introducing concepts that bring freshness to the region. Saudi Arabia remains a priority market, with 12 openings already planned for 2026. Our ambition is to double our store count over the next two to three years.

How will Majid Al Futtaim unify physical and digital journeys to deliver a seamless lifestyle experience for Gen Z?
Gen Z expects life to move with them, not around them. We are building a unified view of the customer that connects physical and digital touchpoints seamlessly. Stores remain essential, but they now work in harmony with our digital platforms, the SHARE loyalty programme, and content ecosystems. This approach allows us to create experiences that are personalised, relevant, and aligned with how young people live today.

How is AI shaping decision-making today, and what innovations can customers expect in 2026?
AI is embedded across the Majid Al Futtaim ecosystem. Within the lifestyle business, it informs assortment planning, pricing, forecasting, and personalisation at scale. Our unified data warehouse provides a single source of truth, supporting our ambition to build intelligent, insight-led businesses. In 2026, customers will experience deeper AI-led personalisation, real-time decisioning, and smart automation. Technology matters, but its real impact lies in how it enables our teams to focus more on creativity and connection.

What opportunities do you see in data-led retailing, and how does this strengthen partnerships like Pacsun?
Data allows us to understand customer behaviour with greater clarity and speed. With more than 600 million customer visits annually across our destinations and direct access to over 10 million SHARE members, we have the scale to localise with precision.

For partners like Pacsun, this translates into sharper assortment decisions, stronger demand forecasting, and more relevant community engagement. These capabilities strengthen every partnership and align with our refounding ambition to build insight-driven foundations for long-term growth.

Lifestyle consumption is becoming more purpose-led. How is sustainability embedded into growth without compromising scale?
Sustainability is a core pillar of Majid Al Futtaim’s purpose. For our lifestyle business, it begins with the partners we choose, those who share our values around responsibility and transparency. It extends into how we design and operate, from material choices to energy efficiency and waste reduction.

We also bring sustainability to life through curated platforms such as THAT Concept Store, where responsible and emerging designers are given visibility. Responsible growth is the only path to sustainable growth, and it strengthens trust while creating long-term value for our communities.

With regional cultural identity growing stronger, how do you localise global brands while preserving authenticity?
Localisation at Majid Al Futtaim is rooted in cultural understanding. We don’t simply adapt campaigns; we collaborate with partners to express brand DNA in a way that feels authentic to the region. Examples include our lululemon ambassador programmes, Arabic branding adaptations with Abercrombie & Fitch, and region-specific capsules such as the Pacsun x F1 Abu Dhabi collection. When localisation is done right, it strengthens global brands while deepening regional relevance. Our philosophy remains consistent: global brands, local meaning, one seamless experience.