Majid Al Futtaim Partners And Pacsun Set To Bring Californian Youth Culture To GCC, Grand Debut In Dubai

Majid Al Futtaim has entered an exclusive partnership with Pacsun to introduce the Californian youth lifestyle brand to the Middle East, with a debut store at Mall of the Emirates in Dubai in early 2026. The opening will mark Pacsun’s first international expansion outside the United States, supported by a broader regional rollout and digital channels.

Over the next five years, Majid Al Futtaim and Pacsun plan to open up to 20 stores across key GCC markets, including flagship locations in Dubai and Abu Dhabi. The physical network will be backed by regional e-commerce platforms and experiential activations designed to translate Pacsun’s Californian youth culture into the Middle East context.

Founded in 1980, Pacsun describes itself as a purpose-driven brand that connects fashion, music, art, and sport, targeting Gen Z and Gen Alpha consumers. It operates more than 350 stores across the United States and is known for on-trend assortments and collaborations, positioning itself as authentic, inclusive, and closely attuned to youth culture.

Fahed Ghanim, Chief Executive Officer, Majid Al Futtaim Lifestyle, said Pacsun’s arrival in Dubai is “a celebration of youth culture and creativity.” He noted that the GCC is home to a generation that defines global trends and that the partnership focuses on innovation, community, and authentic self-expression.

Ghanim added that the agreement supports Majid Al Futtaim’s “refounding journey,” centred on securing scalable partnerships with high growth potential. According to him, the collaboration underlines the group’s long-term strategy and highlights its position as a preferred partner for global brands seeking meaningful expansion in the Middle East.

Pacsun’s move into the region follows what the company describes as exceptional growth in its home market. It has become one of the fastest-growing youth lifestyle retailers in the United States, using social commerce, creator partnerships, and purpose-led storytelling to engage digital-native consumers and build loyalty around its brand.

The company reports more than 4.5 million followers on TikTok and Instagram combined, reinforcing its focus on platforms that shape youth culture. Pacsun views its entry into Dubai as the next phase of this trajectory, aiming to transfer its community-centred approach to one of the world’s most youthful and digitally engaged regions.

Brieane Olson, Chief Executive Officer, Pacsun, described expansion into the UAE as “a pivotal step in Pacsun’s global journey,” emphasising a commitment to listening to how Gen Z and Gen Alpha express themselves, connect, and influence culture. She said that understanding these behaviours is central to the brand’s international strategy.

Olson highlighted that partnering with Majid Al Futtaim enables Pacsun to implement its vision in a market that shares its focus on creativity and collaboration with the community. She said the two companies are aligned in their ambition to co-create the brand with consumers and are looking forward to developing the shopping experience together.

Earlier this year, Pacsun published the “Pacsun Youth Report,” described as a first-of-its-kind comprehensive study on Gen Z and Gen Alpha attitudes toward fashion, culture, community, and self-expression. The findings were presented at the brand’s inaugural “Pacsun Purpose Summit,” drawing insights from thousands of respondents across the United States.

The report indicates that young consumers see fashion as a primary form of self-expression, heavily shaped by digital platforms. Nearly 60 percent of Gen Z respondents said they use TikTok to follow fashion trends, while 75 percent of Gen Alpha respondents reported purchasing clothing specifically to create content for social media.

Individuality, creativity, and inclusivity emerge as guiding factors in purchasing behaviour, and Pacsun notes that these values underpin its global strategy and its decision to enter Dubai. With around 60 percent of the GCC’s population under 30, the region offers a demographic profile aligned with the brand’s youth-centric positioning.

The GCC’s young and highly connected population is seen by both partners as a strong fit for Pacsun’s blend of fashion, music, and culture. The focus on social platforms, creator-led campaigns, and immersive experiences is expected to be mirrored in regional activations as the brand builds awareness ahead of its first permanent stores.

Before opening at Mall of the Emirates, Majid Al Futtaim and Pacsun will stage the brand’s first official UAE activation at the Formula 1 Abu Dhabi Grand Prix 2025. The pop-up will introduce Pacsun’s identity to regional audiences in a high-profile setting linked to global motorsport and entertainment.