About Us
Majdi Baroud— Founder
Founder’s Message
At Novaline Advisory, my vision is to bridge the gap between brand ambitions and landlord vision— proving that retail success only happens when both sides win.
Throughout my career, I have shaped leasing strategies for landmark malls — including The Dubai Mall, Dubai Hills Mall, Dubai Marina Mall, and Palm Jumeirah Mall — while collaborating with globally renowned premium and luxury brands during my leadership roles at Al Tayer Group.
What drives me today is combining deep market insight with hands-on execution — helping ambitious brands secure prime locations and enabling landlords to unlock the full potential of their destinations.
Every partnership is built on trust, clarity, and a shared vision for growth. Whether expanding a brand or elevating a retail destination, I look forward to shaping the next success story together.
About Us
Novaline Advisory is a boutique retail consultancy based in Dubai, dedicated to delivering strategic growth for ambitious brands and unlocking maximum value for visionary landlords across the GCC.
What We Do
We specialize in market entry, site selection, and leasing strategy — partnering with fashion, beauty, jewellery, F&B, and experience-driven concepts to establish strong presence and sustainable growth in the region’s most prestigious malls.
How We Think
Our approach is built on a rare dual perspective: understanding a brand’s expansion goals and aligning them with a landlord’s asset value objectives. This balance ensures every project delivers not just transactions, but enduring, high-value partnerships.
How We Deliver
From identifying the right opportunities to negotiating favourable commercial terms, we combine market intelligence with hands-on execution — enabling our clients to thrive in an increasingly competitive retail landscape.
Our Vision
Our Mission
Core Values
Clarity with Purpose
We shape every engagement with focused strategy and a clear path forward, ensuring every decision is intentional, confident, and delivers measurable results.
Transparency in Practice
We communicate openly, set clear expectations, and act with integrity — building trust at every stage of the journey.
Partnership at the Core
We operate as an extension of our clients’ teams, aligning our success with theirs and committing to shared long-term achievements
Innovative Thinking
We transform bold ideas into actionable strategies, rooted in deep GCC market expertise and delivered with hands-on precision and market relevance.