Beyond the Mall, a new UAE-based online lifestyle marketplace, has launched with a mission to shine a spotlight on the region’s most inspiring independent brands, artisans and entrepreneurs. Bringing together a carefully curated collection of unique products spanning fashion, homeware, personalised creations, gifts and everyday lifestyle essentials, the platform offers consumers a destination to discover hidden gems while directly supporting local businesses and creative talent.
More than an e-commerce platform, Beyond the Mall is a community built around self-expression, individuality and entrepreneurship. Designed to connect shoppers with the stories behind the products they buy, the marketplace champions makers and founders whose passion, creativity and craftsmanship are often overlooked by traditional retail channels.
In a world increasingly dominated by mass-produced products and algorithm-driven shopping, Beyond the Mall is offering something different: a place where discovery, creativity and meaningful connections take centre stage.
Founded by British entrepreneurs Rhia Woodall and Phil Malem, the platform was inspired by a desire to make it easier for consumers to uncover exceptional local brands while giving independent business owners greater visibility and opportunities for growth. Every product featured on Beyond the Mall is carefully selected not only for its quality and originality, but for the story behind the person who created it.
“There are so many talented entrepreneurs and artisans across the UAE creating beautiful products, yet many remain difficult to discover,” said Rhia Woodall, Co-Founder of Beyond the Mall. “We created Beyond the Mall to make it easier for consumers to find and support these businesses.”
“Every product has a story behind it,” added Phil Malem, Co-Founder of Beyond the Mall. “Our goal is to help more people discover the incredible independent brands shaping the UAE’s retail landscape”
With plans to continuously expand its curated offering, Beyond the Mall aims to redefine how consumers in the UAE discover and connect with independent brands, one meaningful purchase at a time.
