Skyne’s client JustKidding® is opening stores throughout the Middle East

One of Skyne’s most long-standing partners, multi award winning retail brand JustKidding® is expanding its reach in the Middle East by opening new stores throughout the region. The premium retailer of world’s leading baby products started with two stores in Dubai ten years ago. As part of their mission to provide their clients with the best online and offline shopping experience, JustKidding® recently opened stores in Riyadh, Doha and Abu Dhabi and have many more in the pipeline.


Skyne is responsible for the strategy and design of all the JustKidding® retail experiences as well as the brand strategy, naming, identity and packaging design of its private label JustEssentials.

Annemarie Boenk-Retera, founder and general manager of JustKidding®: “The Skyne team is professional and creative. They know how to translate our thoughts into practical, creative solutions. It is a pleasure working with them.”

About JustKidding
JustKidding® was founded in Dubai more than a decade ago by two loving and caring parents. Annemarie and Ben Boenk thought the market lacked parenting expertise and decided to offer everything that new parents would need and desire in a vibrant, captivating and safe environment. JustKidding® brought the world’s leading brands to the region from safe furniture, to smart and elegant travel gear, stylish yet organic clothing, joyful toys and super-practical and healthy baby care products. A unique and wide range of products including its private label brand for practical daily requirements; JustEssentials.

Skyne and JustKidding® have a long-standing partnership, starting with the strategy and design of the JustKidding® retail experience concept in 2008, to the development of the JustEssentials brand in 2012 and the strategy and design of the most recently opened stores in Doha, Qatar and Abu Dhabi.