Founder Mohamed Alabbar said Noon was one of the most aggressive and dangerous brands in the e-commerce sector. Noon, an e-commerce portal backed by Dubai billionaire Mohamed Alabbar and Saudi Arabia’s sovereign fund Public Investment Fund (PIF), is aiming to attract 25 million unique shoppers as part of its next ‘Yellow Friday’ sales push, which will this year run for a week at the end of November.

Last year, Yellow Friday ran from Tuesday, November 20 until Saturday, November 24 and included discounts of up to 80 percent across a wide range of products, from technology and gadgets to clothes and accessories.

“We expect the traffic from our platform to increase exponentially and this year during the event we are planning for over 25 million unique visitors on our website and app,” a spokesperson said on stage at a company event at the Armani Hotel in Burj Khalifa on Sunday.

The Galleria’s expansion introduces first-to-Abu Dhabi stores such as Missguided, Bouchon Bakery and Blaze Pizza as well as entertainment for all ages including a flagship 21-screen VOX cinema with IMAX.

More exciting entertainment options, like a flagship Xtreme Zone, and stores including sporting giant Decathlon, Jumbo, The Toy Store and Centrepoint, will also open in the coming weeks.

The expansion introduces 250 new brands, including 70 new casual dining options, three levels of entertainment, urban rooftop parks and an exciting line-up of community and seasonal events.