Noon is the second largest e-commerce platform in the Middle East, jointly invested $1 billion by major investors Emaar Real Estate and Saudi sovereign funds. Emaar is one of the largest real estate developers in the Middle East, with properties such as the tallest building in the world, Dubai Tower, and the world's largest shopping mall. Its founder Mohamed Alabbar is the chief advisor to Sheikh Mohammad bin Rashid Al Maktoum, the King of Dubai and Vice President and Prime Minister of the United Arab Emirates.