Dubai Duty Free (DDF) reported a record-breaking July performance, with monthly sales climbing to AED638.8 million (US$175 million). This marks a 9.7% increase over July 2024 figures and a 5.86% year-to-date gain, bringing total 2025 sales so far to AED4.734 billion (US$1.3 billion). Notably, this July’s revenue eclipses the previous record set in 2023, and now ranks ninth in DDF’s all-time monthly sales history.
Despite modest passenger growth at Dubai International Airport—up only 2.3% in H1 2025—DDF’s retail performance continues to outpace footfall. This contrast highlights the operation’s ability to boost average spend per traveller. Managing Director Ramesh Cidambi attributed this achievement to the retailer’s strategic focus and strong team execution.
“We are delighted to report another strong sales month in what is already proving to be an exceptional year,” Cidambi said. “Achieving nearly 10 percent sales growth in a month when we estimate passenger traffic remained relatively flat is a testament to our team’s dedication and product offering.”
Strong Demand Across Core and Luxury Segments
Key product categories fuelled July’s success. Perfume sales rose 10.3% year-on-year, while Gold increased 15.5%. Liquor and Tobacco grew by 1.7% and 2.2%, respectively. Confectionery stood out with a 57% jump, reflecting increased gifting trends and broader consumer appeal. In addition, Watches and Precious Jewellery posted respective gains of 18.4% and 16.8%.
Luxury fashion continues to shine at Dubai Duty Free. Sales at its CA and CB Fashion Boutiques—which feature brands like Chanel, Louis Vuitton, and Cartier—grew 11.36% over July 2024. These brands have bucked global retail slowdowns, as DXB travellers continue to prioritise high-end purchases.
“Given the recent media reports outlining the difficulties facing global luxury brands, we are happy to buck that trend in our luxury Boutiques, where we are seeing continued demand for select brands,” Cidambi said.
REKLAIM Pre-Owned Luxury Boutique Sees Rapid Growth
Further reinforcing the upward luxury trend, DDF’s REKLAIM boutique, which opened in December 2024, has gained significant traction. Specialising in authenticated pre-owned watches and handbags, REKLAIM recorded AED14.3 million (US$3.9 million) in sales over seven months. In July alone, sales reached AED1.6 million (US$445K), led by strong interest in Rolex watches—176 sold since launch, including 16 in July.
Located in Concourses A, B, and D—including the Emirates First Class Lounge—REKLAIM has tapped into the growing demand for sustainable luxury. Its early success underscores Dubai Duty Free’s ability to blend innovation with evolving shopper preferences.
Dubai Duty Free’s achievements come amid intensified competition, both from airport retail peers and domestic outlets. Yet, with ongoing investment in customer engagement, product innovation, and luxury experiences, DDF remains positioned for a landmark year.
“This outstanding achievement is a testament to the hard work and dedication of our entire team and the unwavering support from our Chairman, H.H. Sheikh Ahmed bin Saeed Al Maktoum,” said Cidambi. “We have succeeded in enhancing penetration and spend levels while maintaining business focus, despite a highly competitive and uncertain environment.”
