The brands that chose us.
We don't carry everything — we carry the few we'd stand behind. Each name here made us their official UAE source, and each product ships with the badge: genuine, authorized, warrantied.
A short list is the point.
Anyone can list a thousand SKUs. We'd rather answer for a handful. We chose these brands the way we'd stock our own shelf — for the ones that hold up, service well, and come to us direct. When a maker like Braun hands you their market, you don't pad the roster. You protect it.
“Braun chose us. That tells you everything.”— The New Store · Official since 1971
Founded in Frankfurt in 1921, Braun built its name on German engineering and timeless functional design — products made to perform, last, and quietly improve daily life.
We've carried Braun for decades — and they made us their UAE source. That's the whole story.
From its Italian roots in Treviso to homes around the world, De’Longhi has become a benchmark for small domestic appliances — above all in coffee, comfort, and everyday Italian design.
The espresso machines we'd put on our own counter — officially sourced, fully warrantied.
Created by a California periodontist, Oral-B began with a gentler toothbrush design and became one of the world’s most recognized names in dentist-led oral care.
Clinical-grade dental care, the genuine article — never the grey-market lookalikes.
Since 1955, Valera has focused entirely on hair tools, bringing Swiss precision and professional salon performance into everyday styling.
Salon-grade Swiss styling tools, chosen for the shelf that actually matters.
Since 1932, Revlon has shaped modern beauty, beginning with a revolutionary nail enamel that turned cosmetics into a statement of confidence, color, and self-expression.
The one-step tools people ask for by name — real, boxed and warrantied.
Born in 1955, Beko has grown from household appliances into one of Europe’s leading home-appliance names — trusted for practical innovation built around real family life.
Everyday home essentials that earn their place — vetted, verified, ready to ship.
A century of trust behind every name.
The New Store has been Dubai's trusted source since 1971, part of the Mostafa Bin Abdullatif group — building in the UAE since 1924. That's the track record these brands signed up to. Read the story →
