Recent statistics from Global Branded Residences (GBR), a prominent advisory firm, reveal that the Middle East and North Africa (MENA) region has taken the lead in branded residential developments, accounting for 36% of new global contracts.
This significant growth confirms MENA’s status as the fastest-evolving market for branded living, propelled by a rise in both fashion-branded and independent residential projects.
Dubai stands out as a leader in the international market, boasting nearly 160 branded developments either completed or underway, far exceeding classic centers like Miami, New York, and London.
In the MENA region, standalone projects—those without associated hotel facilities—constitute 31% of finished developments and 51% of ongoing projects.
This shift indicates that 45% of all branded residential projects in MENA will soon be standalone, compared to the global average of 36%.
The data points to a regional market moving away from the conventional model where branded residences are linked to operational hotels.
Role of Fashion Brands in Driving Growth
Fashion brands are central to this transition, dominating the non-hotel branded sector within MENA—the only region worldwide where they have such a strong presence. They account for 51% of all non-hotel branded ventures in the area, nearly double the global average of 26%.
More generally, non-hotel brands now make up 30% of the regional development pipeline, up from 24% of completed projects, highlighting an increasing demand for residential concepts driven by design, fashion, and automotive influences.
Fairmont is expected to emerge as the leading operator in the region, managing 19 branded residential developments that are either completed or in progress.
Noteworthy newcomers to the MENA market include the jeweler De Grisogono, positioned fourth in the regional development pipeline with eight projects, and Nobu, renowned for its dining and hospitality, which has six projects in development.
GBR’s exclusive data indicates that the global branded residential market comprises 1,746 projects—779 have been completed while 967 are in the works.
The MENA sector accounts for approximately 13% of the current global supply and 25% of forthcoming developments, with 99 projects completed and 241 still in progress.
The United Arab Emirates leads the area with 201 projects, followed by Saudi Arabia with 43 and Egypt with 32.
The data illustrates robust growth in both urban and resort locations, reinforcing MENA’s strong positioning in the branded living marketplace.
GBR Launches Office in Dubai to Meet Rising Demand
In response to this growing interest, GBR has opened a dedicated office in Dubai, under the expertise of founder and director Riyan Itani.
This expansion into the Middle East follows GBR’s recent entry into the Asia Pacific market. The firm offers expert services that include brand and operator selection, feasibility assessments, and brand premium studies, built on a data-driven model and a comprehensive global operator network.
GBR has consulted on over 150 projects across 45 countries, including developments for distinguished brands such as Four Seasons, Mandarin Oriental, One&Only, Rosewood, and Ritz-Carlton.
“The Middle East has consistently been a leader in branded residential excellence, and our establishment here represents both a continuation and advancement of our efforts in the region,” noted Itani.
“Having been involved in some of the most prominent and ambitious projects throughout MENA, we are now reinforcing our commitment with dedicated expertise and an expanded range of services,” he added.