Dyson has expanded its retail footprint in the UAE with the opening of a new Beauty Demo Zone at Jimi Mall, bringing its hair care range closer to customers in Al Ain. The space, which opened in early February 2026, reflects the company’s ongoing focus on direct-to-consumer engagement through experiential retail rather than traditional point-of-sale displays.
Situated on the ground floor of the mall, near Carrefour and %Arabica, the Beauty Demo Zone is designed as an open and accessible environment rather than a closed boutique. The layout encourages walk-in interaction, allowing visitors to see, test, and better understand how Dyson’s hair care tools function in real-world use. This approach mirrors a broader shift in premium electronics retail, where hands-on trials and guided demonstrations are increasingly seen as essential to consumer decision-making.
At the core of the space is a dedicated styling station staffed by trained Dyson experts. Visitors can experience the brand’s hair care devices across multiple categories, including multi-stylers, hair dryers, and straighteners, with demonstrations tailored to different hair types and styling needs. Products available for trial include the Airwrap range, Supersonic hair dryers, Airstrait and Corrale straighteners, as well as Dyson’s newer hair styling and nourishing products. Rather than positioning the tools as aspirational items, the focus is on explaining practical benefits, usage techniques, and maintenance, particularly for customers new to the brand.
The Al Ain opening forms part of Dyson’s wider UAE expansion strategy, which has seen a steady increase in dedicated demo stores and branded retail spaces across major malls. By extending this model beyond Dubai and Abu Dhabi, the company is aiming to reach a broader customer base while maintaining consistency in how its products are presented and supported. All products showcased at the Beauty Demo Zone are available for purchase both online and through Dyson’s network of physical demo stores across the country.
This latest opening reinforces Dyson’s preference for controlled retail environments where it can manage product education, after-sales guidance, and brand representation directly. For consumers, the Al Ain Beauty Demo Zone offers a more informed way to evaluate high-investment personal care devices, particularly in categories where performance and technique play a significant role in the end result.
