Dubai Duty Free
Dubai Duty Free hits new heights in October
Dubai Duty Free continues its remarkable 2025 resurgence, reaching yet another monthly landmark as year-to-date sales surge to US$1.89 billion.
Dubai Duty Free remains on course for a record year after it posted an all-time October sales high of AED805.6 million (US$220.7 million).
This marked an eighth record month in 2025 for the leading travel retailer, with October now the third-ranked month ever in the company’s history. This followed a record September (also a top ten month of all time) alongside monthly records achieved in January, February, April, May, July and August.
Ten-month sales reached AED6.88 billion (US$1.885 billion), an +8.72% increase or AED552 million (US$151 million) over the same period last year.
Key factors included a strong Diwali period, alongside surging sales in categories such as confectionery and luxury goods.
Overall, fragrances dominated as the retailer’s top-selling category, generating AED139.9 million (US$38.3 million) in October. Gold ranked second with AED97.2 million (US$26.6 million) fuelled by the Diwali season and the appeal of the precious metal as both a luxury and cultural purchase.
Other leading categories rounding out the top five performances, all contributing to the strong October sales, include liquor with sales of AED96.7 million (US$26.5 million), while confectionery recorded its highest-ever sales at AED78 million (US$21.4 million), driven by the continuing Dubai Chocolate dynamic.
This sub-category also achieved the highest individual sales, totalling AED34 million (US$9.3 million) with 428,000 pieces sold, equivalent to 71 tonnes across nine brands in October. Tobacco also performed strongly, recording AED74 million (US$20.3 million) in sales.
“Thanks to the team at Dubai Duty Free for their extraordinary hard work and dedication in meeting the needs of an ever-increasing number of passengers” – Dubai Duty Free Managing Director Ramesh Cidambi
Last month, travellers were treated to ‘Diwali Special Offers’ across categories, from perfumes and jewellery to premium confectionery and select liquor brands
Pre-loved luxury is among the factors driving luxury sales to fresh highs
Fashion boutiques including Louis Vuitton, Chanel, Dior, Gucci and Cartier remain strong contributors, performing extremely well with sales up +43.5% over October 2024. This increase can be attributed in part to the opening of Louis Vuitton and Cartier boutiques in September in Concourse A.
The second Louis Vuitton boutique, spanning 280sq m, has quickly become “a destination for travellers seeking premium fashion”, said the retailer.
Meanwhile, the second Cartier boutique of 140sq m has also made a strong impact since its debut in late September.
Standout transactions in the luxury fashion category in October include AED2.2 million (US$605,000) sales from REKLAIM, Dubai Duty Free’s pre-owned luxury concept store, which included the sale of an Audemars Piguet watch priced in excess of AED200,000 (US$54,794) in Concourse A and two Hermès Birkin handbags, each over AED120,000 (US$32,876) purchased in Concourse D and the Emirates First-Class Lounge, respectively.
Speaking to The Moodie Davitt Report in Cannes recently, Dubai Duty Free Managing Director Ramesh Cidambi commented on the luxury performance, saying: “The new boutiques really help to elevate the fashion offer in Concourse A.
“What we are seeing in both cases is that Concourse A is accounting for around 35% of sales, and B around 65%, but what we are most happy about is that total sales across A and B are higher, so it is not simply one concourse taking from the other.”
Luxury fashion continues to bounce back from a tough 2024
Other factors also support the continued growth picture.
Cidambi told us: “Having a team of staff who are highly motivated and highly energised is vital. We are doing a better job of communicating with the employees, and we also pushing the brands to work more closely with the 1,800 Brand Ambassadors who work at Dubai Duty Free.
“Communicating with them, educating them and helping them to tell the story of the brands to the customers all plays a part in our growth.”
In 2026, an airport renovation of Terminal 2 is also planned, which will require a redevelopment of departure shops in that space.
Cibambi said, “There is always disruption from renovation work but on the plus side, we have updated much of the 40,000sq m of retail space that we occupy, from which we will benefit next year, while also gaining from a likely low single-digit passenger increase.”
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The Moodie Davitt eZine
Issue 348 | 10 November 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com