Khalifa Fund for Enterprise Development (KFED) launches MZN Markets to accelerate Emirati startups’ growth

Khalifa Fund for Enterprise Development (KFED) has launched MZN Markets, an integrated model aimed at accelerating the growth and market readiness of Emirati startups and small and medium enterprises (SMEs) in Abu Dhabi’s retail sector. The initiative opened its first location at Ether Yas Mall and intends to expand to additional retail destinations across Abu Dhabi. MZN Markets seeks to empower more than 100 startups and SMEs by pairing retail exposure with structured capacity-building services and direct consumer engagement.

Her Excellency Mouza Obaid Al Nasri, CEO of Khalifa Fund, said: “The launch of MZN Markets at Ether Yas Mall marks an important step that reflects the continuous evolution of our support for Emirati enterprises. As part of our commitment to providing an integrated empowerment ecosystem, our role extends beyond financing to creating real commercial opportunities that enable entrepreneurs to test their products, develop their business models, and transform their ideas into businesses ready for growth and expansion. This initiative also strengthens Abu Dhabi’s retail sector by helping transform early-stage ventures into commercially viable enterprises that contribute to economic diversification and sustainable growth.”

Context and programme details

MZN Markets is positioned as more than a conventional retail footprint. KFED describes the model as an integrated ecosystem where Emirati startups and SMEs can test ideas, build brands and strengthen commercial readiness by engaging directly with consumers to gain market insights and refine their offerings.

• First physical site: Ether Yas Mall, providing a dedicated retail space for emerging Emirati brands to showcase products and gain hands-on retail experience at a leading Abu Dhabi shopping destination.
• Scope: The initiative aims to empower more than 100 startups and SMEs through a combination of retail exposure and capacity building.
• Offerings: Launch spaces, pop-up markets, temporary pop-up shops, and pathways to permanent units at Yas Mall.
• Support services: Targeted training and mentorship programmes covering sales, financial planning, marketing and customer experience, alongside networking opportunities with retail developers.
• Partnership: The MZN Markets launch is part of a partnership agreement between Khalifa Fund and Ether to provide a supportive business environment for entrepreneurs to launch, grow and expand their brands at Yas Mall and across Abu Dhabi.

The initiative addresses the challenge startups face in moving from concept to commercially viable business by combining physical retail trials with structured mentorship and connections to retail operators. Participating businesses will be able to test products in a vibrant retail environment, obtain direct customer feedback, and access relationships with retail developers that could lead to longer-term retail placements.

For Ether, the collaboration redefines the role of retail space at Yas Mall. Lachlan James Gray Buchanan, CEO of Ether, said: "Our collaboration with Khalifa Fund goes beyond providing spaces. Together, we are creating an environment that empowers the next generation of entrepreneurs to showcase their innovations and build their brands in a prime location."

Outlook

MZN Markets is slated to expand beyond its initial Ether Yas Mall location to additional retail destinations across Abu Dhabi, with KFED targeting engagement with more than 100 Emirati startups and SMEs. By combining temporary pop-ups, permanent retail opportunities and targeted capacity-building, the programme aims to convert early-stage ventures into commercially viable enterprises that can scale, attract further investment and contribute to the emirate’s retail ecosystem.