The cult-favourite Dubai chocolatier that captivated the UAE’s dessert scene is taking its signature flair to London. From 27 October to 23 November 2025, FIX Dessert Chocolatier will make its UK debut at Harrods, marking the brand’s first international expansion and an important milestone for home-grown Emirati entrepreneurship.
Founded in 2021 by Sarah Hamouda and Yezen Alani, FIX quickly became a phenomenon in Dubai – its bold colours, cheeky branding, and unique pistachio, kunafa-flavoured chocolate created an entirely new category of luxury chocolate. Now, that energy finds a new stage at the world’s most iconic department store.
“This is such a full-circle moment,” said Sarah Hamouda, co-founder of FIX.
“FIX has always been about blending cultures – my London upbringing and Egyptian roots with Dubai’s unstoppable energy. Launching our first international pop-up with Harrods just felt right.”
The London showcase, brought by Imagine FMCG, will offer visitors a multisensory experience in typical FIX style: playful and polished. Expect the theatrical presentation that made the brand viral in Dubai, paired with Harrods’ hallmark refinement.
From Dubai to Knightsbridge
FIX first gained global attention with its Can’t Get Knafeh of It bar, a knafeh-and-pistachio-infused creation that fused Arabic nostalgia with contemporary dessert culture. The combination struck a chord far beyond the region, amassing a loyal following from Mexico to Japan.
The Harrods collaboration represents more than an expansion; it’s a statement of how Dubai’s creativity continues to influence global palates. What began as a home-grown indulgence is now set to become a symbol of cross-cultural luxury-decadent yet grounded in story.
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