About The New Store

The New Eastern Store was established in 1962 with one retail outlet in Dubai. From humble beginnings The New Store, as it later became known, has flourished during the last 50 years and now represents a broad assortment of global brands. The New Store is part of the Mostafa Bin Abdullatif Company. For more information, please visit http://www.thenewstore.ae


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The New Store LLC (a Mustafa bin Abdullatif Holding LLC company) has been the exclusive partner in UAE for Braun’s Lifestyle range for almost 60 years. The 3,000 square foot store, located at Jumeirah beach road will feature all of Braun’s high-end products. In addition, the boutique will offer first-of-its-kind experience kiosks – allowing visitors to experience Braun’s products and service through live demonstrations / workshops as well as get the best of beauty trends from the studios’ in-house experts.


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The Grooming Section

The recently inaugurated Braun Lifestyle Boutique will further enhance Braun’s premium market position in the UAE; allowing the company to continue introducing more innovative value-based offerings to the UAE market.

The Other displays were from leading brands like Rust, IceWorksDubai, Ariete etc. I got to get some displays from these leading brands.

RUST INNOVATIVE KITCHEN, a culmination of nearly 50 years of expertise in interior design and innovative leaps. Rust Innovative Kitchens is an extension of the renowned polish  brand Mebel Rust and as a forerunner in kitchen design innovation, we offer a broad selection of elegant , customizable designs. Rust Kitchen cater to those who wish for the comfort of heaven, with the specialists in lighting, sound and family friendly design, allowing us to have a kitchen of our desire.

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IceWorks Dubai, has been creating custom designed, hand-carved ice sculptures for over 6 years. Our client list includes hundreds of hotels, event planners and caterers that goes as far as Virginia, USA. We have carved sculptures for many occasions and events held at local schools, country clubs, military clients, corporate domains and businesses. From private consultation and custom design to on site and on time delivery, our aim is to provide high quality craftsmanship with full service and special attention to each client’s needs. We are committed to give you the level of satisfaction you desire.


Ariete, Established in 1964, Ariete is located in the hearth of Tuscany, a land famed for creativity and strokes of genius.

  • From the dynamic vitality and genius of this region, Ariete has taken his enterprising spirit of a dynamic company, always looking for new ideas, strong but very simple for the daily household. Important company in the field of small appliances, Ariete is continuously developing on both the national territory and the international scene. Exports represents about 60% of total sales. In 1995 the company was incorporated by the international group Kenwood Appliances UK and since 2001 has been incorporated by the DeLonghi Group.
  • Winning thanks to innovative products and great commercial success, as Saladino, Vaporì and legendary Gratì, Ariete has strengthened its position in the market: for example, with 66% market share is currently a leading manufacturer of electric graters.
  • Innovation and creative “design” are the keys to success. Great resources has been invested in Research & Development, in the manufacturing and technology center and in Research and Design, with the goal to look forward and find new solutions to the changing needs of the consumer.


“Braun and P&G are already household names in the UAE, as customers are always looking out for the highest quality. This is a testament to the value and positioning that these brands have to offer,” said Mostafa Eshaq, Executive Director, The New Store LLC. “We are very excited about this new collaboration with them to bring the best of beauty and grooming care for the UAE residents. We are confident that this is the start of what we foresee as a long standing cooperation.”


The delectables spread with the Rust banner was tasty and luscious.

The other brands showcasing at Braun new stores are, here is a glimpse of it :



The boutique will feature its extensive range of beauty and grooming products for men and women as well as home appliances.

Catering to demand, MBAL to open more stores in the UAE.

Dubai, UAE – June 5, 2016: Braun (part of P&G Group), the leading provider of high performance beauty and grooming products for men and women, today announced the opening of their first independent high-end boutique in Dubai.