The Middle East and North Africa (MENA) region is now leading the world in branded residential development, accounting for 36 percent of all new global signings, more than any other region. According to new data from Global Branded Residences (GBR), this surge marks a key moment in the growth of branded residences, as MENA establishes itself as the fastest-growing market worldwide. The rise is largely driven by fashion-branded and standalone projects.
Standalone Projects and Fashion Brands Take Center Stage
In MENA, standalone developments—residences without a hotel component—make up 31 percent of completed projects and 51 percent of the pipeline. This means that soon, nearly 45 percent of all branded residences in the region will be standalone, compared to a global average of 36 percent.
Fashion brands dominate the non-hotel segment in MENA, the only region worldwide where they lead. They represent 51 percent of all non-hotel branded projects, nearly double the global average of 26 percent. Overall, non-hotel branded projects are gaining momentum, now making up 30 percent of the regional pipeline versus 24 percent of completed stock.
Fairmont is set to become the largest operator in the region with 19 branded residential schemes across both completed and pipeline projects. Jewellery brand De Grisogono has risen to fourth place in the regional pipeline with eight projects, while restaurant and hotel brand Nobu has entered the market with six developments underway.
MENA Dominates the Global Branded Market
Globally, the branded residential market includes 1,746 schemes—779 completed projects and 967 in the pipeline. The MENA region contributes nearly 13 percent of existing global supply and 25 percent of pipeline projects. Dubai stands out as the global leader with almost 160 projects, surpassing cities like Miami, New York, and London.
Currently, MENA has 99 completed projects and 241 projects in the pipeline. Within the region, the UAE leads in both completed and pipeline projects with 201 developments. Saudi Arabia and Egypt rank second and third, with 43 and 32 pipeline projects, respectively.
GBR Expands Its Presence in Dubai
In response to the region’s rapid growth, GBR has established a dedicated office in Dubai, led by Founder and Director Riyan Itani. Itani will also speak at the Branded Residences Forum at FHS World in Dubai this October.
“The Middle East has always been a hub 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 projects across MENA, we are now doubling down with dedicated in-market expertise and an expanded service offering.”
Itani added, “Branded residences in MENA continue to grow strongly, driven by visionary planning, sustained demand, and the increasing appeal of lifestyle-focused real estate. GBR is uniquely positioned to help clients maximize value by combining data-driven insights with a deep 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. Its expansion into the Middle East follows a recent launch in the Asia Pacific.
