Dubai Duty Free sets new record with Dh638.8 million in July sales
Perfumes, gold and confectionery led product category growth last month
DUBAI Duty Free (DDF) has achieved a new milestone in July 2025, recording sales of Dh638.8 million (US$175 million), marking its highest July total to date.
This figure exceeds the previous July record of Dh602.8 million (US$165 million) set in 2023 and reflects a 9.7% increase compared to Dh582.26 million (US$159.52 million) posted in July 2024.
So far in 2025, year-to-date sales have reached Dh4.734 billion (US$1.30 billion), up 5.86% from the same period last year. The retailer has now achieved record-breaking sales in five of the first seven months of this year, positioning July 2025 as the ninth-best month in its history.
Notably, this sales growth comes despite an estimated passenger traffic increase of just 2.3% at Dubai International Airport during the first half of the year, underscoring a rise in both spend per traveller and transaction volume.
Which products drove the highest growth?
July’s sales performance was underpinned by strong demand across key product categories. Perfumes continued to dominate with a 10.3% year-on-year rise, followed by gold, which posted an impressive 15.5% increase. Tobacco saw a 2.2% gain.
Confectionery emerged as a standout performer, registering a dramatic 57% increase compared to July last year. Watches and precious jewellery also contributed significantly, with sales increases of 18.4% and 16.8%, respectively.
Ramesh Cidambi, Managing Director of Dubai Duty Free, stated, “Achieving nearly 10% sales growth in a month when we estimate passenger traffic remained relatively flat is a testament to our team’s dedication and product offering.”
Are luxury brands still performing well?
Luxury fashion and accessories were another key growth area. Dubai Duty Free’s CA and CB fashion boutiques – home to brands like Chanel, Louis Vuitton, and Cartier – saw 11.36% sales growth year-on-year in July. The popularity of high-end labels remains resilient despite global retail headwinds.
“Given the recent media reports outlining the difficulties facing global luxury brands, we are happy to buck that trend in our luxury boutiques,” noted Cidambi.
What is driving interest in pre-loved items?
DDF’s innovative venture into pre-owned luxury continues to gain momentum through its REKLAIM boutiques. Introduced in December 2024, REKLAIM operates across Concourses A, B and D, including the Emirates First Class Lounge. It features a curated range of authenticated pre-owned watches and handbags from globally recognised brands.
Since launch, REKLAIM has generated more than Dh14.3 million (US$3.9 million) in sales. Of this, Dh1.6 million (US$445,000) was achieved in July alone. Rolex timepieces are a clear customer favourite, with 176 units sold since launch – including 16 in July.
Cidambi commented, “The demand for pre-loved luxury products is growing and with the REKLAIM offer, we can provide pristine, sought-after items that may be difficult to find in the market.”
The growing appeal of this concept has prompted plans to expand the REKLAIM offering across more areas of the operation.
How is Dubai Duty Free staying ahead of the competition?
Dubai Duty Free’s strong performance comes amid increasing competition from both airport and domestic retailers. However, continued investment in product variety, digital channels and immersive shopping experiences has helped the retailer sustain its leading edge.
“This outstanding achievement is a testament to the hard work and dedication of our entire team and the unwavering support from our Chairman, Sheikh Ahmed bin Saeed Al Maktoum,” added Cidambi.
The retailer’s strategy of enhancing shopper engagement and increasing transaction value is paying off, solidifying 2025 as one of the most successful years in its four-decade history.