London: Milaf Global, a Public Investment Fund (PIF) company, has launched the "Saudi: Sky's The Limit" initiative at Selfridges' flagship Oxford Street store in London. The event, running from July 27 to September 5, involves more than 25 Saudi brands across various sectors, including food, fashion, beauty, perfumes, jewelry, and lifestyle.

According to Saudi Press Agency, the initiative aims to enable promising Saudi brands to reach global markets. The brands participating in this initiative were selected based on their product quality, brand distinction, readiness for international expansion, and ability to represent Saudi identity to an international consumer base.

Milaf Global CEO Eng. Bandar Al-Qahtani stated that the initiative serves as a platform to open international markets for national brands, allowing them to build a global presence at one of the world's premier luxury retail destinations. He expressed his aspiration for similar international partnerships in the future.

Selfridges Executive Director of Buying and Brand, Judd Crane, welcomed the collaboration. He noted that it offers customers a chance to discover Saudi brands, reflecting creativity, quality, and innovation.