Milaf Global, a PIF company and one of Saudi Arabia's leading food and beverage groups, today announces the launch of Saudi: Sky's The Limit at The Corner Shop at Selfridges London, marking a major milestone in its strategy to create international opportunities for Saudi brands through strategic global partnerships.
Running from 27 July to 5 September 2026, Saudi: Sky's The Limit brings together a curated selection of 25 Saudi brands across fashion, beauty, jewellery, fragrance, fine food and lifestyle, showcasing the richness and diversity of Saudi Arabia's contemporary creative landscape alongside exclusive products.
Highlights include LÂM, the acclaimed Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi, bringing its signature pastries to London for the first time; Jeed, known for its contemporary jewellery collections; and luxury fragrance house Assaf. Visitors can also discover premium wellness brand Kayanee, streetwear label 1886, design-led homeware from Artfeena, artisanal food brands Jazean and Ganache, and fragrances from Batlah, reflecting the breadth of Saudi creativity across multiple disciplines.
The initiative reflects Milaf Global's mission to create international opportunities for Saudi brands. By bringing together businesses from multiple sectors, it introduces them to new audiences while supporting long-term commercial growth.
Eng. Bandar Alqahtani, Chief Executive Officer of Milaf Global, said: "Saudi: Sky's The Limit marks an important milestone for Saudi brands as they continue to build their presence internationally. We believe this partnership will create lasting connections, open new opportunities for collaboration and encourage more Saudi brands to reach new audiences around the world."
Visitors will experience an immersive destination inspired by Saudi culture and contemporary creativity through curated retail experiences, product showcases, storytelling, tastings and cultural moments. The activation highlights how Saudi brands combine heritage with innovation to deliver world-class consumer experiences.
Judd Crane, Executive Director – Buying & Brand, Selfridges, said: "We're excited to welcome Saudi: Sky's the Limit to The Corner Shop, creating a unique destination that showcases a curated edit of some of the very best in Saudi fashion, beauty and confectionery. 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."