Back to School with Landmark Group

Back to School with Landmark Group

Back to School has changed. Here’s what UAE families are shopping for in 2026

The annual school shop is starting earlier and stretching well beyond uniforms and stationery, as UAE families put more thought into technology, study spaces and what children actually want to wear

Back to School used to come with a fairly predictable checklist: uniform, black shoes, backpack, stationery, done. That list is getting longer.

Across the UAE, families are spreading purchases across the summer and shopping across more categories. A look at Landmark Group's Back-to-School ranges this year points to several shifts, from greater focus on durability and technology to children having more say in what goes into the basket.

The school shop is starting earlier

The late-August rush is still there, but Back-to-School shopping is becoming a longer season, with purchases starting as early as July and building through August into early September.

Part of that comes down to the wider shopping list. Uniforms and shoes might be bought first, followed by technology, clothing or furniture later in the summer.

For retailers, Back to School now stretches across several weeks, with shopping starting as early as July and building through August into early September.

Value increasingly means durability

Price still matters, but parents are also looking at how long products will last.

Backpacks are placing more emphasis on ergonomics and durability, uniforms on features such as stain resistance and reduced pilling, while some school bags now come with multi-year warranties.

Parents are also paying closer attention to durability, looking for school essentials that can last through the year without needing to be replaced.

Children have a bigger say

School essentials are also becoming a form of self-expression.

Licensed products now span football, gaming, anime and K-pop alongside traditional characters, while charms, stickers and accessories allow children to personalise what they carry.

At the same time, Back to School is extending beyond uniforms. Families are buying casualwear, activewear and everyday basics, while university students increasingly treat the start of term as a broader wardrobe refresh.

The home and technology are part of the reset

The return of homework and routine is also prompting families to rethink study spaces.

Desks, storage and multifunctional furniture are becoming part of Back-to-School preparation, particularly where bedrooms need to work for studying as well as sleeping.

Technology is another increasingly important expense. For older pupils and university students, laptops and tablets can now be as essential as backpacks, with student offers, instalment plans and trade-in programmes helping families manage higher-value purchases.

Convenience may be the biggest trend of all

For all the changing trends, one priority remains straightforward: parents want the process to be easier.

Being able to cover clothing, footwear, bags, technology and home essentials with fewer trips matters when families are also juggling work, holidays and several children starting school at once.

That is where retailers such as Landmark Group, with brands such as Centrepoint, Home Centre, Max Fashion, Emax, Home Box, and Styli are well placed to respond. Back to School now involves much more than ticking off a shopping list. For many families, it is part of getting the whole household ready for the return of routine.

Back-to-School 2026 brand overview

Centrepoint

Centrepoint brings together Back-to-School ranges from Babyshop, Splash, Shoemart and Lifestyle under its Guess Who’s Back! campaign, giving families the convenience of completing much of the school shop in one place. This year also includes personalisation stations at selected stores and the Give Fashion New Life programme, which rewards customers for donating pre-loved fashion and footwear.

Lifestyle

Lifestyle brings together Back-to-School essentials across bags, lunchware, hydration, stationery, accessories and personal care, with options spanning different ages, styles and price points. The range combines value and durability with recognised brands such as JanSport, U.S. Polo Assn. and United Colors of Benetton, while also extending into Back-to-Campus fashion, tech accessories and more personalised, trend-led choices.

Splash
Splash is focusing on Back-to-School and back-to-campus fashion, with elevated basics, denim, co-ords, activewear and trend-led pieces for students. The brand is also using influencer partnerships, its Splash Connect platform and a Student Ambassador Programme to engage younger shoppers across the GCC.

Shoemart
Shoemart’s Back-to-School range combines school shoes, sneakers, bags and accessories from brands including Skechers, Kappa and Lee Cooper, with comfort and value remaining key priorities for parents. Customisation experiences and seasonal offers are also helping make recognised brands more accessible to children and teenagers.

Babyshop
Babyshop is combining practical Back-to-School essentials with the characters and themes children want, from Disney and Marvel to Minecraft, football stars and a new K-pop-inspired collection. Durability is a major focus too, with ergonomic backpacks, two-year warranties and stain-resistant, anti-pilling uniforms.

Max Fashion
Max Fashion’s Back to Cool campaign covers children’s school essentials alongside fashion for older students, including a new varsity and back-to-campus collection. The brand is seeing families start shopping earlier and increasingly add clothing and accessories to the traditional Back-to-School basket.

Home Centre
Home Centre is looking at Back to School through the wider family lens, with its message “Your child is going back to school. And so are you.” The campaign focuses on helping parents reset household routines and create more functional spaces as the school year begins.

Emax
Emax is highlighting the growing role technology plays in Back-to-School, particularly for older students and university learners, with a focus on AI-enabled and latest-generation devices. Student and teacher discounts, trade-ins, instalment options and banking offers are designed to make technology upgrades more accessible.

Home Box
Home Box is focusing on practical children’s bedrooms and study spaces, with desks, storage, bedding and multifunctional furniture designed for modern family homes. The brand is seeing growing demand for space-saving solutions as parents look to create effective study areas within bedrooms and shared spaces.

Styli
Styli’s What’s in My Locker? campaign positions the brand as a one-stop Back-to-School and Back-to-University destination, bringing together uniforms, footwear, character merchandise, accessories and campus fashion for students of all ages. The campaign focuses on individuality and self-expression, supported by influencer seeding, university activations and student ambassadors, while reflecting growing demand for practical, stylish and personalised school and university essentials.

CSR and community initiatives
Landmark Group is extending its Back-to-School activity beyond retail through a series of community and fundraising initiatives across the UAE and Saudi Arabia, focused on education, inclusion and child wellbeing:

• UAE customer fundraising with UNHCR: From 1 August to 15 October, Landmark Group stores in Dubai are encouraging customers to donate at checkout to support refugee children’s education. Funds raised will be transferred through Dubai Humanitarian to UNHCR in line with approved permit requirements.
• Shoe Express x Senses Foundation: On 7 August, Shoe Express hosted children of determination from Senses Foundation for a complimentary Back-to-School shopping experience, giving each child the opportunity to choose a school bag and pair of shoes. The event also included entertainment and healthy meals.
• Saudi Arabia fundraising with Eta’am: From 15 August to 15 October, Landmark Arabia plans to run a customer fundraising campaign across its Saudi stores in partnership with the Saudi Food Bank, with donations supporting healthy meals for eligible school students. Customers will be able to contribute via QR code, subject to final permit approvals.
• Fun City x World Food Programme: In September, Fun City plans to support WFP through a Back-to-School campaign across its Dubai and Abu Dhabi locations, enabling customers to donate directly via QR code to help provide meals for children in need.