26-05-2025
Middle East's first swimwear, resortwear, activewear and loungewear B2B retail event in Dubai
This autumn, over 70 of the world's leading brands and retailers in swimwear, resortwear, activewear, and loungewear will gather in Dubai for the debut edition of SAND, a first-of-its-kind B2B retail event in the Middle East dedicated to fashion designed for sun and leisure.
Taking place from October 11–13 at The Agenda, Dubai Media City, SAND offers a three-day platform designed to foster connections, unlock expansion opportunities, and spotlight the region's rapidly growing appetite for stylish, wellness-led living.
Including panel talks, special guests and other immersive happenings across the showcase SAND is set to become the region's definitive destination for premium resort fashion, offering buyers from across the Middle East and Asia the chance to explore curated collections from both established and emerging global brands, many of whom will be showing in the region for the first time. For participating brands, SAND offers unique access to some of the most influential retailers, boutiques, resorts, and e-commerce players.
Co-founded by fashion and marketing experts Karim Hatab and Iyad Grahne, who bring two decades of combined experience in the Middle East across business and global fashion industries, SAND was born from a clear market need and a deep network of relationships. Leveraging international reach and regional insight, the duo have worked closely with key partners to shape an engaging, business-forward event.
'We're excited to launch SAND, the first event of its kind in the region,' says co-founder Karim Hatab. 'SAND is more than a trade show, it's a platform for international brands to connect with the Middle East's dynamic, luxury retail ecosystem, and for local labels to expand their global footprint. It's about real connections, collaborations, and long-term growth. Our aim is for SAND to become an annual event – an essential fixture on the global calendar.'
'Dubai is a natural home for SAND,' adds Iyad Grahne. 'It's a world-class fashion capital, a gateway to the region, and a year-round beach and wellness destination. With fashion in the Middle East gaining global attention, the timing for this kind of event couldn't be better.'
Participating brands include: Oceanus, Miss June Paris, My Beachy Side, La Revêche, Positano Couture, Isabel Beachwear, Nadia Dafri, Allis, Acqua de Lux, HartiSWIM with further names to be announced shortly. Buyers and industry leaders from major retail groups, high-end boutiques, top hotels and resorts, and leading e-commerce platforms are expected to attend.
