For those who appreciate the finer things in life, Eleventy is where refined craftsmanship meets modern, understated elegance. The brand’s philosophy of ‘Smart Luxury’ captures a new kind of sophistication: versatile, quietly confident, and rooted in sustainable practices.
And now, Eleventy has officially opened its first standalone store in Dubai at Mall of the Emirates, launched by Majid Al Futtaim – just days after opening in Solitaire mall in Riyadh.
Eleventy’s journey in the UAE began at THAT Concept Store, evolved into a pop-up, and now a standalone store. “Eleventy’s journey—from its initial shop-in-shop to standalone stores—is a testament to our strategy of testing, scaling, and growing global luxury brands,” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle. “This approach enables us to continuously evolve the retail experience and deliver distinctive offerings that resonate with our customers.”
This expansion didn’t happen by chance. As Ghanim explained, “Our strong, customer-centric strategy—supported by unrivalled data and analytics—has enabled us to shape rather than follow trends. Every move is based on what the customer wants, what they need.”
As part of its wider growth plan, Majid Al Futtaim will open over 30 new stores across the region, covering both luxury and high street categories.
While ‘quiet luxury’ has become one of fashion’s most talked-about trends, for Marco Baldassari, co-founder and Men’s Creative Director of Eleventy, ‘Smart Luxury’ is more than a trend — it’s a philosophy. “Smart luxury means offering the best products at the best possible price point,” he explains. “It’s about value and versatility — you enjoy it today and feel good about your investment tomorrow.”
Ghanim echoed this sentiment, adding, “In a region where customers have an abundance of choice, our ambition is to curate a portfolio of luxury brands that offer something truly distinctive. With Eleventy, we’re introducing a brand that combines timeless craftsmanship with modern sensibilities — something that truly resonates with the refined tastes of our customers.”
Every Eleventy piece is made in Italy from premium, responsibly sourced fabrics — the same calibre of materials used by high-end brands like Loro Piana and Brunello Cucinelli. “Made in Italy means quality and excellence,” said Baldassari. “And when you can offer that at our price point — while supporting Italian labour and economy — that’s real value.”
Another unique aspect of the brand is its focus on traceability. “One new project we’re working on is a digital identity card,” Baldassari shared. “You can scan a QR code on the garment and access the entire history of that piece — where it was made, how it was sourced, and its sustainability profile. This level of transparency is a must for today’s consumer.”At its core, Eleventy is about comfort without compromising style. “When you look good, you look at the world differently,” Baldassari said. The brand aims to elevate the way people feel through clothing — making elegance effortlessly wearable.
A key differentiator for Eleventy is its deep engagement with clients. “We listen carefully,” Baldassari shared. “From fabrics to fits, we design around what our clients want,” added Baldassari. And that’s something we, as Esquire, witnessed during the Dubai launch, where global loyal customers came and interacted personally with Baldassari and shared experiences.
This mirrors Majid Al Futtaim’s own values of customer connection. “Every decision we make starts with the customer,” Ghanim added. “We’re not about transactional relationships. We’re about building emotional connections. From the quality of our brands to the store ambiance and the advice you receive — it’s all designed around delivering the best experience.”
Eleventy has developed a strong following among style-conscious men worldwide, with boutiques in Milan, Miami, Paris, and now Dubai and Riyadh. The latest opening at Mall of the Emirates follows store launches in Marsa Al Arab and Solitaire Mall in Riyadh, with new outposts coming to The Dubai Mall and The Grove later this year. “Dubai is the place to be now — it’s a hub of global cultures and refined tastes,” said Baldassari.
Finally, Eleventy’s arrival in Mall of the Emirates also aligns with Majid Al Futtaim’s announced AED 5 billion investment to enhance the mall’s luxury precinct where the brand is located.