The Middle East and North Africa (MENA) region has taken the lead in worldwide branded residential development, accounting for 36 per cent of new global signings, more than any other region.
According to new data by Global Branded Residences (GBR), the surge marks a pivotal moment in the evolution of branded residences, as MENA solidifies its role as the fastest-growing market worldwide, driven by a sharp rise in fashion-branded and standalone projects.
In MENA, standalone projects (those without a hotel component) make up 31 per cent of completed developments and account for 51 per cent of the pipeline, meaning 45 per cent of all branded residential projects in the region will soon be standalone. This compares to a global average of 36 per cent.
Fashion brands dominate the non-hotel segment in MENA, the only region worldwide where they hold the lead. They account for 51 per cent of all non-hotel branded projects, nearly double the global average of 26 per cent. Non-hotel brands more broadly are gaining strong momentum, now representing 30 per cent of the regional pipeline compared to 24 per cent of completed stock.
Fairmont is set to be the largest operator in the region, with 19 branded residential schemes across both completed and pipeline stages. Jewellery brand De Grisogono has climbed to number four in the regional pipeline with eight projects, while restaurant and hotel brand Nobu has entered the region with six developments underway.
Region dominates the global branded market
The branded residential market has reached 1,746 schemes – 779 completed projects and 967 in the pipeline. The MENA region accounts for nearly 13 per cent of the existing global branded residential supply and 25 per cent of pipeline projects. Dubai is the undisputed global leader with almost 160 projects across completed and pipeline, surpassing powerhouses like Miami, New York and London.
MENA currently has 99 completed projects and 241 projects in the pipeline. The United Arab Emirates takes the top spot in the region for both completed and pipeline projects, with 201 projects. Saudi Arabia and Egypt rank number two and three for pipeline position in MENA, with 43 projects and 32 projects, respectively.
In response to the region’s growth, GBR has established a dedicated presence in Dubai, led by Founder and Director Riyan Itani, who will present at the Branded Residences Forum at FHS World in Dubai this October.
“The Middle East has always been a beacon for branded residential excellence, and our launch here is both a continuation and evolution of our work in the region,” Riyan Itani said. “Having advised on some of the most ambitious and prestigious projects in across MENA, we are now doubling down on our commitment with dedicated in-market expertise and an expanded service offering.”
Itani added: “The growth trajectory for branded residences in the MENA remains robust, driven by visionary planning, sustained demand and the ever-increasing appeal of lifestyle-led real estate. GBR is uniquely positioned to help our clients maximise value by pairing data-led insights with a nuanced understanding of both global trends and local market dynamics.”
GBR has advised on over 150 projects across more than 45 countries, including branded developments for Four Seasons, Mandarin Oriental, One&Only, Rosewood and Ritz-Carlton. The expansion into the Middle East follows its recent launch in the Asia Pacific.
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