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Philip Morris opens first store for ‘smoke-free’ products

Tobacco giant’s boutique is first of its kind in Gulf


Tobacco giant Philip Morris International (PMI) has opened its first retail store in the Gulf Cooperation Council (GCC) region dedicated to its “smoke-free” products.

Located on the first floor of Fashion Avenue in Dubai Mall, the bespoke outlet has a size of 112 square meters and overlooks the Burj Khalifa and the Dubai Fountain.

It will offer customers the opportunity to learn more about the heated tobacco technology and how smokers can shift from traditional products to innovations such as IQOS.

The company has invested more than USD 7.2 billion to develop smoke-free products.

The opening of the store comes a year after IQOS was introduced in the UAE. The Emirates Authority for Standardization and Metrology (ESMA) had earlier issued standards to legalize the sale and use of electronic smoking devices.