BRAND STRATEGY

Emirates takes its World Stores luxury retail concept to Côte d’ Ivoire

By our African Marketing Confederation News Team | 2026

Airline opens its 10^th global flagship store in Abidjan as it expands its brand-engagement opportunities with global travellers.

Dubai-based Emirates airlines is forging ahead with its Emirates World Stores retail concept and has hit a key expansion milestone with the opening of its 10^th flagship store in Abidjan, Côte d’Ivoire.

Emirates opens its 10^th flagship store in Abidjan

More than just a retail store or upmarket passenger lounge, the Emirates World concept is designed to be a retail destination.

According to industry website Travel and Tour World, since its debut in Dubai’s Jumeirah district in late 2022, the concept has attracted over 1.4-million walk-in customers. “Why? Because it treats travel planning as an event rather than a chore,” the publication says.

It continues: “In an era where most airlines are pushing customers toward cold, automated chatbots, Emirates is doing the opposite. They are inviting you in for a coffee and a conversation.

Brand experience not reserved for the sky

“For decades, the ‘Emirates Experience’ was something reserved for 35,000 feet in the air – a world of private suites, walnut-trimmed showers and the famous A380 onboard lounge. But as we move through 2026, the world’s largest international airline is proving that you don’t need a boarding pass to immerse yourself in luxury.”

A statement from Emirates explains that no two stores are exactly alike. Each store carries its own charm, localised to the customer preferences of each market. In addition, strategic location assessment, footfall patterns and emerging consumer trends have guided store concept development.

“The newest store in Abidjan features an A380 onboard lounge and a Business Class seat, reinforcing Emirates’ premium positioning and commitment to immersive retail experiences,” the airline says.

Emirates’ retail expansion strategy has a strong Africa focus, with global flagship store openings already completed in Nairobi, Casablanca and Cairo. In parallel, the airline has opened similar mid-sized concept travel stores in Accra and Mauritius, and plans to open in Cape Town during 2026.

Comments Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer: “As we accelerate the global rollout of our Emirates World Stores concept, we are cultivating opportunities for travellers and our travel partners to engage with our brand, immerse themselves in our iconic products and experiment with cutting-edge tech to imagine what their journeys could look like.”

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