Dubai’s New Role: The City Where Brands Are Built to Go Global

Dubai has long been the location where opulence is not just a luxury but a lifestyle, and where the world’s elite brands flock. But recently the direction has started to reverse: What was once a market where foreign brands came to capitalize on wealth and tourism is now a launchpad for building a brand before global expansion, with Dubai positioned as the ultimate springboard.   

It used to be that world-renowned restaurants or international hotel chains would emerge from cities like London and New York before expanding to places like Singapore and Paris in their quest to go global. But, in recent years, it is Dubai that is increasingly becoming that second step, if not even the first.   

Take Atlantis Resorts as a prime example. The brand chose Dubai as its first international expansion before spreading its wings to Sanya, China. In my own business I have specifically sought to build brands in Dubai – and then expand them globally – rather than the other way around.   

Nammos, the mediterranean luxury dining and beach resort brand which – I am proud to say – is the highest earning restaurant in the world for two years running, first went global in Dubai. Though starting in the 1960s as a beach club in Mykonos frequented by the European jet set, it had never developed beyond that one Greek island.   

The first location we expanded to was Dubai. For us there was no second choice. With its large, dynamic, sophisticated, and wealthy population drawn from across the world, the city had all the ingredients we needed for establishing a luxury, international brand.   

Now as part of ADMO Lifestyle Holding, a joint venture between Monterock and the UAE’s Alpha Dhabi Holding, the beach club and restaurant concept has expanded from our original Mykonos and Dubai locations to comprise operations in Cyprus, Sardinia, and Cannes in the south of France. In 2026 we will open our first restaurant in northern Europe, in that other capital of global brands – London.   

Nammos Hotels and Resorts, which opened its doors in 2024 in Mykonos with our first Nammos Hotel and shopping village this year saw its second successful season. In the coming months it will be joined by our second Nammos Hotel at the AMAALA Resort in Saudi Arabia, followed by the opening of the first Nammos Resort Island in the Maldives in 2027, and our second Middle Eastern Nammos Hotel and Resort in Abu Dhabi in 2029.   

We have done the same with CÉ LA VI, the luxury rooftop bar and dining experience from Singapore, which as well as Dubai now has outposts in Tokyo, Taipei, and a trailblazing London rooftop venue opened in September this year. None of this would have been possible without the launchpad provided by Dubai which has helped us refine and brand for a truly international audience. It is this city that has allowed us to take our brands global.   

It’s the same with other brands. The homegrown, Michelin-starred restaurant Trèsind is a prime example. Serving luxury Indian cuisine, it emerged out of Dubai, achieved global acclaim, and then opened a second restaurant in Mumbai – a reverse expansion if ever there was one. Similarly, the Jumeirah hotel chain established itself domestically first before opening in London, Capri, Bali, the Maldives, and a handful of other tourist hotspots.   

So, what is it about Dubai that has seen it transform into an incubator and launchpad for international brands?   

First and foremost is Dubai’s strategic location. Situated at the crossroads of Europe, Asia, and Africa, the city offers unparalleled access to a vast and diverse customer base. Brands based in Dubai are exposed to a large pool of affluent consumers from across the globe, a demographic that is essential for any luxury brand’s growth. Dubai’s international airports are among the busiest in the world, ensuring a steady influx of visitors and potential customers.   

Dubai’s affluent consumer base is another critical factor. Dubai’s cosmopolitan nature means that consumers are not only affluent but also have sophisticated tastes, making it an ideal testing ground for high-end products and services.   

Finally, and often overlooked, the critical mass of people and wealth that Dubai enjoys is now served by a rich English-language media landscape, combining locally founded newspapers and magazines with middle eastern editions of key, global news and lifestyle publications. The latter is particularly focused on luxury across multiple fast-moving consumer sectors, publicizing and elevating locally built brands – especially in the luxury food, beverage and hospitality sectors.   

Simply put, any brand with serious global aspirations must establish a foothold in Dubai if it is serious in its ambitions. Perhaps more than anywhere else in the world, today this is where brands grow, thrive, and ultimately conquer the world. As Dubai continues to evolve, it is poised to play an even more significant role in the global brand landscape, cementing its status as the city where brands go to go global. 

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Written by Petros Stathis.