Pastries from LÂM, the Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi, have arrived in London for the first time as part of Saudi: Sky’s The Limit, a six-week showcase of 25 Saudi brands at The Corner Shop in Selfridges London.
Running from 27 July to 5 September 2026, the pop-up was developed by Milaf Global in partnership with Selfridges and covers fashion, beauty, jewellery, fragrance, fine food and lifestyle, with exclusive products among a curated selection of contemporary Saudi brands.
Coffee, confectionery and fragrance
Alongside LÂM’s signature pastries, artisanal food brands Jazean and Ganache bring coffee, confectionery and gifting products. Tastings and cultural programming run through the pop-up, introducing each business, its products and the creative influences behind them, with the food and fragrance brands adding opportunities for tasting and sensory discovery.
Fragrance comes from luxury house Assaf and Saudi brand Batlah, while Jeed presents its contemporary jewellery collections.
Shoppers can also find premium wellness brand Kayanee, Saudi streetwear label 1886 and design-led homeware from Artfeena, giving a cross-section of Saudi Arabia’s contemporary consumer and creative sectors, from established categories to emerging fashion, design and lifestyle businesses.
“We’re excited to welcome Saudi: Sky’s the Limit to The Corner Shop, creating a unique destination that showcases a curated edit of some of the very best in Saudi fashion, beauty, and confectionery. The partnership reflects our commitment to supporting emerging talent and celebrating the diversity of makers and designers beyond the traditional fashion capitals of Paris, Milan, London and New York.”
Judd Crane
Selfridges Executive Director – Buying & Brand
Part of Dream On
The pop-up sits within Dream On, Selfridges’ summer programme of creative installations, experiences and retail concepts inviting customers to step away from the everyday. The Corner Shop is a rotating space in the London store that hosts temporary concepts, collaborations and product launches throughout the year, and here Saudi heritage is presented alongside contemporary approaches to fashion, design, fragrance, wellness and food production.
Milaf Global, a Saudi food and beverage group and a company of the Public Investment Fund, said the partnership reflects its wider mission to create international opportunities for Saudi brands and support their long-term commercial development.
“Saudi: Sky’s The Limit marks an important milestone for Saudi brands as they continue to build their presence internationally. We believe this partnership will create lasting connections, open new opportunities for collaboration and encourage more Saudi brands to reach new audiences around the world.”
Eng. Bandar Alqahtani
Chief Executive Officer, Milaf Global
Saudi: Sky’s The Limit is at The Corner Shop at Selfridges London until 5 September 2026.
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