DUBAI: Karen Wazen has opened the first UAE flagship store for her eyewear label at Dubai Mall, marking a milestone in the regional expansion of her fast-growing fashion brand.
The new boutique opened this week in Dubai Mall’s Social District, introducing a permanent retail space for the influencer-turned-businesswoman’s sunglasses and accessories line.
Designed as an immersive retail concept, the store features sleek stainless-steel interiors, interactive elements and a cafe-style seating area intended to reflect the brand’s fashion-forward identity.
“Opening our flagship store at Dubai Mall is something we manifested so hard, and seeing it finally come to life has been incredibly emotional and surreal. I’m so proud of how far we’ve come, but more than anything, I’m grateful,” Wazen posted on social media on Monday.
Launched in 2018, the brand began as an eyewear-focused label inspired by Wazen’s long-standing love of sunglasses. The brand quickly evolved from an online business into a regional retail success story, with products now stocked by retailers across the Middle East and internationally.
The brand has also developed a growing celebrity following in recent years, helping cement its status as one of the Middle East’s most recognizable homegrown accessories labels. International stars including Hailey Bieber, Kristen Bell and Dua Lipa have all been spotted wearing pieces by the label.
The Dubai Mall opening comes amid a wider expansion strategy for the company, particularly in Egypt, where the brand has partnered with Baraka Group to launch a large-scale retail rollout.
Plans currently include opening approximately 15 standalone stores across the country over the next four years, with new boutiques expected to launch gradually beginning this year.
Wazen, who has more than 8 million Instagram followers, first rose to prominence through fashion and lifestyle blogging before becoming one of the region’s leading digital personalities.
She is regularly spotted at international fashion weeks and has brand deals with Dior and Burberry. Wazen also attended this year’s Grammy Awards in Los Angeles in a gown by Lebanese designer Nicolas Jebran.
“What a day. My 16-year-old self would never believe!!! Still processing it all,” she wrote on Instagram after the event in February.
