The Middle East and North Africa (MENA) region has emerged as the frontrunner in global branded residential development, representing 36% of all new signings worldwide, according to newly released figures from Global Branded Residences (GBR). This milestone underscores a transformative phase for the branded living sector, as the region solidifies its position as the world’s fastest-expanding market, largely propelled by the increasing number of fashion-branded and standalone developments.
Rise of Standalone and Fashion-Branded Projects
Standalone residences, those developed independently of hotels, are becoming a defining trend in MENA’s real estate landscape. They now comprise 31% of completed projects and make up 51% of upcoming developments, suggesting that nearly half of all branded homes in the region will soon operate without hotel affiliations. By comparison, the global average for such projects stands at 36%.
Fashion houses are driving this shift, making MENA the only region globally where luxury fashion names dominate the non-hotel category. These brands contribute to 51% of all non-hotel developments, almost double the global share of 26%. Overall, non-hotel brands now account for 30% of the regional project pipeline, reflecting a growing investor and buyer appetite for lifestyle-centric branded residences.
Leading Operators and Emerging Brands
Among the key players, Fairmont is positioned as the largest operator in MENA, overseeing 19 branded residential projects across completed and pipeline stages. De Grisogono, the high-end jewellery brand, ranks fourth regionally with eight projects under development, while Nobu renowned for its hospitality and culinary ventures has recently entered the MENA market with six active projects.
Dubai Tops the Global Branded Residential Landscape
The global branded residential sector has now reached 1,746 developments, comprising 779 completed and 967 upcoming projects. The MENA region commands 13% of the global completed supply and an impressive 25% of all projects under development.
At the forefront stands Dubai, with nearly 160 branded residential schemes more than Miami, New York, or London affirming its role as the undisputed global capital of branded living. Regionally, MENA counts 99 completed and 241 pipeline projects, with the United Arab Emirates leading at 201 total projects, followed by Saudi Arabia (43) and Egypt (32).
GBR Expands Regional Presence to Support Growth
To better serve this dynamic market, Global Branded Residences has announced the establishment of a dedicated Dubai office, led by Founder and Director Riyan Itani. The announcement comes ahead of Itani’s participation at the Branded Residences Forum during FHS World in Dubai this October.
“The Middle East has long stood as a benchmark for branded residential innovation,” Itani stated. “Our expansion into Dubai represents both a continuation and an evolution of our engagement across the region. Having collaborated on many of the most prestigious developments in MENA, we are reinforcing our presence with on-ground expertise and an expanded service portfolio.”
He further emphasized that the outlook for branded residences in MENA remains strong, driven by strategic urban development, consistent demand, and the region’s rising preference for lifestyle-oriented real estate. GBR, he noted, is uniquely positioned to deliver value-driven insights through its combination of data analytics and deep market understanding.
Global Expertise and Continued Expansion
GBR has successfully advised on over 150 branded residential projects across 45+ countries, including collaborations with renowned names such as Four Seasons, One&Only, Mandarin Oriental, Rosewood, and Ritz-Carlton. The company’s Middle East expansion follows the successful launch of its Asia-Pacific operations, further reinforcing its stature as a global leader in branded living consultancy.
Source: https://www.arabianbusiness.com/industries/real-estate/mena-outpaces-global-demand-for-branded-living-as-dubai-cements-global-lead
