TNS — THE EDIT·Dubai, UAE
The New Store, a Mostafa Bin Abdullatif company

Trusted Brands.
Smarter Living.

The New Store is one of the UAE’s longest-standing retailers of the world’s most trusted home and personal-care brands.

GenuineOfficially sourcedFully warrantied
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Marking another consecutive record year with our brand partners, Dubai.
Since1971
Marking another consecutive record year with our brand partners, Dubai.
The brands behind the promise
BraunOral-BValeraRevlonBeko
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      • Officially sourced

        Genuine, never grey-market

      • Fast UAE delivery

        Express, get it tomorrow

      • 15-day returns

        Easy, no-fuss

      • 2-year warranty

        Honoured here in the UAE

        How We Edit

        We don't stock everything. We choose what belongs.

        Every product in The Edit earned its place. We carry the brands the world trusts, and we're their only official source in the UAE. That means genuine, warrantied, and backed by people you can actually reach.

        1. Official, not opportunistic.

          We're the appointed UAE distributor, sourced from the brand, not a grey-market middleman.

        2. Chosen on merit.

          If it's here, we'd use it ourselves. If it isn't, there's a reason.

        3. Backed for life in the UAE.

          Real warranty, real after-sales; the part an import quietly leaves out.

        Inside a product-training session, the range is learned before it reaches the shelf.

        "Braun chose us. That tells you everything."

        — The New Store · Official since 1971

        1971Outside the original store — the sign read New Eastern Store (المخزن الشرقي الجديد).

        Trusted since 1971

        The sign read New Eastern Store. The standard hasn't changed since.

        Over fifty years ago, Mostafa Bin Abdullatif opened the doors you see here. The name on the glass has shortened and the city has grown taller around it, but the promise is the one we still keep: carry only what's genuine, source it officially, and stand behind it for life in the UAE. The badge on every product today is that same handshake, made visible.

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        50+

        Years in the UAE

        1

        Official source

        100%

        Genuine & warrantied

        The Journal

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