MENA leads global branded residence growth, shows GBR data

Image: Dubai Media Office/ For illustrative purposes

The Middle East and North Africa (MENA) region has overtaken other global markets in branded residential development, accounting for 36 per cent of new worldwide signings, according to new data from Global Branded Residences (GBR), a leading advisory firm in the sector.

The surge cements MENA’s position as the fastest-growing region for branded living, driven by an increasing number of fashion-branded and standalone residential projects.

Dubai leads the global market, with nearly 160 branded developments either completed or in the pipeline, surpassing traditional hubs such as Miami, New York, and London by a significant margin.

In MENA, standalone projects — those without a hotel component — make up 31 per cent of completed developments and 51 per cent of the pipeline.

As a result, 45 per cent of all branded residential projects in the region will soon be standalone, compared with a global average of 36 per cent.

The data suggests the regional market is moving beyond the traditional model where branded residences are tied to operating hotels.

Fashion brands driving branded residence growth

Fashion brands are playing a key role in this shift, dominating the non-hotel branded segment across MENA — the only region globally where they hold the lead. Fashion labels account for 51 per cent of all non-hotel branded projects, nearly double the global average of 26 per cent.

More broadly, non-hotel brands now represent 30per cent of the regional pipeline, up from 24 per cent of completed projects, underscoring growing demand for design, fashion, and automotive-led residential concepts.

Fairmont is poised to be the largest operator in the region, with 19 branded residential schemes in both completed and pipeline stages.

The MENA market is also seeing new entrants, including jewellery house De Grisogono, which ranks fourth in the regional pipeline with eight projects, and restaurant and hospitality brand Nobu, which has six developments underway.

According to GBR’s proprietary data, the global branded residential market now comprises 1,746 schemes — 779 completed and 967 in the pipeline.

The MENA region represents nearly 13 per cent of existing global supply and 25 per cent of future developments. It currently has 99 completed projects and 241 under development.

The UAE leads the region with 201 projects, while Saudi Arabia follows with 43 and Egypt with 32.

The data shows robust growth across both urban and resort locations, reinforcing MENA’s strong position in the branded living market.

GBR expands to Middle East, opens office in Dubai

In response to rising demand, GBR has established a dedicated office in Dubai, led by founder and director Riyan Itani.

GBR’s expansion into the Middle East follows its recent launch in Asia Pacific. The company provides services including brand and operator selection, feasibility and brand premium studies, and product and pricing definition, supported by its data-driven approach and global operator network.

GBR has advised on over 150 projects across 45 countries, including developments for Four Seasons, Mandarin Oriental, One&Only, Rosewood, and Ritz-Carlton.

“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,” said Itani.

“Having advised on some of the most ambitious and prestigious projects across MENA, we are now doubling down on our commitment with dedicated in-market expertise and an expanded service offering,” he added.