UAE. Dubai Duty Free has continued its impressive 2025 resurgence under the leadership of Managing Director Ramesh Cidambi by setting an all-time September sales high of AED671.79 million (US$184 million) – almost +12% higher than the previous record for the month.
The robust performance was fuelled by a strong surge in demand for luxury goods, electronics and confectionery, Dubai Duty Free said.
This milestone eclipses the previous September record of AED600 million (US$165 million) set in 2024, marking an impressive AED71.29 million (US$19.53 million) increase or +11.87% year-on-year growth.
September now ranks as a top ten ever month for Dubai Duty Free, contributing to a remarkable series of monthly records already achieved in January, February, April, May, July and August.
The +11.87% sales gain easily outstripped passenger growth of around +4.2% (the final passenger numbers for September will be released by Dubai Airports later this month).
Commenting on the performance, Cidambi said: “September’s record sales is a significant moment for Dubai Duty Free and a testament to the incredible efforts of our team and the loyalty of our customers.
“Achieving AED672 million in a single month and outperforming passenger growth highlights the strength of our retail offering, and we remain committed to continuously enhancing the customer experience.”
For the first nine months, sales rose +7.45% year-on-year to AED6.075 billion (US$1.664 billion), a value increase of AED421 million (US$115 million).
Dubai Chocolate continues to deliver sweet success
Sales were strong across several important categories, led by confectionery, up a remarkable +57.7% year-on-year, driven by the continued huge popularity of Dubai Chocolate.
Dubai Chocolate, now virtually a sub-category in its own right, contributed AED27 million (US$7.4 million) in sales with 350,000 pieces sold in September. Including confectionery, the top ten categories were up +12.1% (excluding confectionery +8.2%).
Fashion flourishes
Fashion boutiques posted an encouraging +21.5% rise, tobacco products increased +6.9% and fragrances, always a key category for Dubai Duty Free, rose +5% off a strong base.
Perennial favourite gold generated a stellar +21.9% gain while electronics sales rose +10%.
Dubai Duty Free’s signature Millennium Millionaire and Finest Surprise prize draws posted +20.5% and +32.9% increases, respectively.
Watch sales rose +5.1% while precious jewellery gained +3.8% and liquor edged +2.3% ahead.
Luxury leads the way
High-end fashion was the leading category in September by value. The newly opened Louis Vuitton boutique in Terminal 3, Concourse A, launched on 4 September and contributed a remarkable 36% to overall fashion revenues in the concourse.
New Apple ripens technology sales
Tech-savvy travellers fuelled a spike in electronics, notably following the 19 September launch of the Apple iPhone 17.
Despite limited supply, the launch drove AED9.7 million (US$2.7 million) in sales over just 12 days, contributing to a +10% rise in the electronics category.
Gold glitters
As mentioned, gold sales jumped +21.9% compared to the same month last year, reflecting both strong demand and rising global prices. The price of gold soared from around US$2,700 per ounce in September 2024 to approximately US$3,700 per ounce in September 2025, helping drive exceptional category performance.
Sustainable luxury gains ground
Dubai Duty Free’s pre-loved luxury boutique, REKLAIM continues to attract interest from brand-conscious luxury shoppers. In September, REKLAIM generated AED3.5 million (US$1 million) in sales.
A standout transaction included the sale of a Patek Philippe watch for AED253,386 (US$69,420) in Concourse D.
Sound regional balance
Sales across all the major regions (by destination) were also positive: Africa increased +14.85%, Europe +17.85%, the Indian Sub-continent +12.75%, the Americas +16.1%, the Russian region +7%, and the Middle East +4.3% (despite a -3.8% decline in Kingdom of Saudi Arabia-related sales). Asia grew +12.3% (with China up an encouraging +11.3%) and Australasia rose +12.6%. ✈
