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OSKELLY Aims To Shake Up The MENA Luxury Fashion Market
The Eastern European platform will use investments of over $1 million to revolutionize the Middle East’s $89 billion fashion industry.
OSKELLY, the luxury fashion resale platform from Eastern Europe, has set its sights on the United Arab Emirates and is poised to reshape the nation’s fashion landscape. Armed with an investment fund exceeding $1 million, the company plans to digitize the fashion resale sector, advocate for sustainable consumption in the Middle East, and rejuvenate the region’s $89 billion fashion resale industry.
OSKELLY will begin its expansion by introducing a fashion wardrobe ecosystem aided by digital and AI solutions catering to Emirati users. The OSKELLY app allows for both buying and selling of pre-owned luxury items, with social tools enabling users to bid on items and showcase their collections.
Founded in 2017 by the sibling duo of Albert Oskanov and Zaira Keligova, OSKELLY boasts a European user base exceeding 500,000 and an extensive portfolio spanning over 3,000 luxury brands.
To combat counterfeit items, OSKELLY has devised a comprehensive offline authentication process, employing an in-house team of experts to scrutinize the quality, authenticity, and condition of luxury goods both during the uploading phase and before dispatch. Once certified, items undergo pre-sale preparation, including steaming and minimal restoration, before being sent to buyers in branded packaging.

Despite phenomenal growth, OSKELLY’s mission is about much more than commercial success. Albert Oskanov, the CEO and co-founder, emphasizes: “It’s about our mission to create a community-driven fashion ecosystem in the Middle East. We’re here to rewrite the luxury fashion resale story, and we’re driven by a genuine desire to make a difference at every level — from our wardrobes to the world in which we live”.
Also Read: Mobile Trends Shaping MENA In 2024
The Middle East’s fashion industry market, valued at $89 billion, stands as fertile ground for OSKELLY’s expansion. The second-hand luxury bag market in Dubai alone is estimated to be worth $68 million, with the UAE’s total market revenue now around $3.5 billion.
News
Abu Dhabi’s Robot Kitchen Is Serving Up Biryani, Not Burgers
Circus SE wants to put a tiny automated factory inside the buildings where Gulf residents live and work, bypassing part of last-mile delivery.
The most telling thing about a new autonomous kitchen now running in Abu Dhabi’s Marina Square is what it won’t cook:
“We don’t do fast food,” says Nikolas Bullwinkel, Founder and CEO of Circus SE. “We’ve actively decided not to build a machine that can only do burgers”.
Instead, the CA-1 system is built around pot-based cooking: curries, pastas, soups and rice dishes. After experimenting with highly personalized recipes, Circus deliberately leaned back toward recognizable food. “We’re going with a chicken biryani because you know it,” Bullwinkel says of the AED 40 dish.

The Germany-based robotics and food technology company operates across eight countries, and Abu Dhabi is its first deployment outside Europe. More locations are expected there and in Dubai.
In Germany, its units can be placed in supermarkets, gas stations, airports and hospitals. In the Gulf, Bullwinkel wants them inside residential and office buildings, replacing some of the complexity of last-mile delivery. “We’re basically bringing a very tiny factory a few square meters into your building,” he says. Catering company Royal Prestige supplies the ingredients and knowledge of local tastes.
The CA-1 manages up to 36 refrigerated ingredient silos alongside automated induction cooking, robotic plating and a self-cleaning dishwasher. Two robotic arms move ingredients through the system with minimal human intervention. It can produce up to 120 hot meals an hour, and a meal such as rice and curry can take around three to four minutes.
Also Read: Ooredoo Qatar’s 5G+ Network Is Built For Machines As Much As People
Five cameras and multiple sensors monitor heat, temperature and consistency, an attempt to approximate what a chef perceives. “You can hear something gets burned, you can smell it, you can see it at some point,” Bullwinkel says. CircusOS, the company’s operating system, adjusts recipes in real time.
You might think of the platform as a threat to kitchen staff, but Bullwinkel frames Circus as a way for chefs to develop recipes and distribute them at scale. With that being said, rising labor costs and shortages are also part of his case for automation.
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