Gift It Forward donates brand-new items from Dubai Holding and partner businesses, bringing together over 55 companies across the UAE’s public and private sectors this Ramadan.
• This initiative will reach over 20,000 beneficiaries, with a 59% increase in donations from 2025, through 27 marketplace events across the UAE.
• 2026 partners include Azadea Group, L’Occitane en Provence, Apparel Group, THE GIVING MOVEMENT, Alshaya Group, Centrepoint, Brands For Less (BFL) Group, Homes r Us, brands4u, Max Fashion, Al Gurg Group, Modhesh, Napco National and many more.
Dubai, UAE, February 2026: Dubai Holding today announced the third edition of Gift It Forward. The philanthropic initiative champions the circular economy by repurposing inventory items donated by Dubai Holding and leading UAE businesses into gifts for those in need. The award-winning initiative, organised in collaboration with the Community Development Authority (CDA), unites more than 55 partners, collecting over 500,000 brand-new items to inspire positive change and support circularity for the collective good.
This year, Gift It Forward carries added significance as it aligns with the Season of Wulfa, an initiative launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, to celebrate Emirati culture and community. Rooted in Emirati and Islamic values, Season of Wulfa centres on connection, generosity and togetherness through shared traditions, rituals and moments. Gift It Forward supports this vision by extending the spirit of generosity and strengthening community bonds.
Gift It Forward is set to transform brand-new surplus items into meaningful gifts, such as clothes, accessories, stationery, furniture and more, representing a 59% increase in donation items from 2025. The initiative will support more than 20,000 low-income beneficiaries, through 27 marketplace events across the UAE this Ramadan. The beneficiaries include blue-collar workers, People of Determination, orphans, students, taxi drivers and families in need.
“Gift It Forward reflects Dubai Holding’s commitment to philanthropy that delivers long-term value,” said Huda Buhumaid, Group Chief Impact Officer, Dubai Holding. “We drive tangible impact across communities while supporting a shift towards circularity. Gift It Forward is strengthened by an ecosystem of prominent partners whose contributions drive our growing impact. We look forward to facilitating collective action and enabling the nation’s vision for sustainable development for the good of people and the planet.”
The past two editions of Gift It Forward diverted more than 115 tonnes of material from potentially ending up in landfills and avoided 56,000kgs of CO2e emissions, supporting strategic national agendas such as the UAE Circular Economy Policy 2021-2031 and the Dubai Integrated Waste Management Strategy 2041.
Shaikha Aljarman, CEO of the Social Development Sector at the Community Development Authority said: “Gift It Forward represents a progressive model of community-driven support rooted in dignity and quality of life. By providing new, high-quality essentials in a manner that preserves respect and empowers beneficiaries, the initiative reflects the Authority’s people-centered approach to social development. This year the initiative will distribute more than 125,000 new items and products to CDA beneficiaries, demonstrating the strength of public–private sector collaboration and reinforcing the spirit of generosity and solidarity that defines the Holy Month of Ramadan. This month serves as a catalyst for conscious giving and for nurturing a sustainable humanitarian impact that resonates throughout the year.”
A purpose-driven philanthropy platform:
Gift It Forward unites businesses across the UAE, including Dubai Holding brands Jumeirah and Dubai Retail, with Azadea Group, L’Occitane en Provence, Apparel Group, THE GIVING MOVEMENT, Alshaya Group, Centrepoint, Brands For Less (BFL) Group, Homes r Us, brands4u, Max Fashion, Al Gurg Group, Modhesh, Napco National and many more.
Jérôme Georges-Vivien, Country Director of UAE at Azadea Group said: “Gift It Forward provides a practical framework for integrating circular principles into how we manage surplus across our operations. It enables us to take a more structured and responsible approach to redistribution, which is why we continue to support the initiative. We value partnerships that drive both operational discipline and social impact.”
Mariana Rodrigues, Marketing Director at L’Occitane en Provence said: “We are pleased to return as a partner for Gift It Forward this year, where community support and sustainability come together in a tangible way. The initiative allows quality products to reach those who need them most, while reinforcing dignity, care and environmental responsibility. We are honoured to contribute to its growing impact across the UAE.”
As the initiative’s execution partner, The Surpluss, a UAE-based climate-tech start-up and 2025 runner-up of Dubai Holding’s Innovate For Tomorrow Impact Accelerator, brings its expertise in facilitating the exchange of excess materials and resources. The partnership introduces a digital platform to Gift It Forward, enhancing donation logistics, traceability and environmental transparency for partner organisations.
Dubai Holding collaborates with the CDA and community outreach partners, including SMARTLIFE, Beit Al Khair, Dar Al Ber, Dubai Charity Association, Filipino Social Club and Ejadah to identify target beneficiaries and ensure donations reach those most in need.
Immersive marketplaces, strategically organised at locations such as the National Charity School and Dubai Taxi Company, empower beneficiaries to personally select items for themselves and their families, an approach designed to nurture a dignified and joyful donation experience.
Employees from across Dubai Holding and participating businesses volunteer at the marketplaces, where they can directly interact and engage with their communities. Volunteers also attend training on the circular economy, gaining vital insights to make lifestyle changes that can contribute to protecting resources and the planet.
The past two editions have seen more than 1,800 volunteers contribute their time, fostering a culture of volunteerism in the spirit of Ramadan. The initiative strives to drive behavioural change around responsible practices by equipping participants with the education, skills and tools necessary to implement these changes at home.
Gift It Forward is a flagship initiative under Dubai Holding’s philanthropy pillar, part of the Group’s broader Sustainability Strategy, which also includes the ongoing Innovate For Tomorrow Impact Accelerator.
