Dubai Holding's 'Gift It Forward' distributes repurposed items worth AED 22 million

The third edition of Dubai Holding's 'Gift It Forward' initiative has distributed more than half a million repurposed items, reaching over 23,000 beneficiaries across the UAE.

The annual programme, organised in collaboration with the Community Development Authority, brings together surplus donations from Dubai Holding and more than 65 partners, turning them into essential items for low-income families, workers, students and other beneficiaries.

This year’s edition, aligned with the Season of Wulfa, saw donations valued at over AED 22 million - surpassing the total value of items distributed in 2024 and 2025 combined.

The initiative helped divert more than 125 tonnes of waste from landfills, cutting 62,000+ kilogrammes of carbon emissions.

Donations included brand-new clothing, accessories, stationery, home goods and more.

Items were distributed to blue-collar workers, People of Determination, orphans, students, taxi drivers and low-income families, representing diverse low-income communities carefully identified with outreach partners.

Huda Buhumaid, Dubai Holding’s Group Chief Impact Officer, said the initiative reflects the power of collective action, with record participation and impact across communities and the environment.

Since its launch in 2024, 'Gift It Forward' has distributed more than 939,000 items and reached over 49,000 beneficiaries across the UAE, while also supporting national sustainability goals.

This year, donations were distributed at 35 marketplaces organised at 17 locations across the Emirate to reach those most in need.

The marketplaces, designed like immersive pop-up style shopping experiences, enabled beneficiaries to select items for themselves and their families.

More than 2,000 employees from Dubai Holding and participating businesses dedicated over 19,000 hours volunteering at the marketplace events this year.