Why Dubai Should Champion Locally Branded Residences

Dubai’s luxury real estate market is renowned for global branded residences, but the next big opportunity lies in homegrown brands creating residential experiences that reflect local heritage and innovation.

While international names dominate, the UAE is home to powerful, trusted brands that deeply resonate with both local and global audiences. Imagine living spaces shaped by the precision of Rivoli Group, the horological heritage of Ahmed Seddiqi & Sons, the accessible style of Splash, or the innovation of Etisalat. Think of the couture artistry of Rami Al Ali, the global impact of Huda Beauty, or the sustainability-driven ethos of The Giving Movement. Even an Emirates-branded residence could redefine what premium living means—both in the air and on the ground.

These brands are more than marketing—they’re cultural touchstones that can localize luxury with relevance and emotional resonance. Developers can tap into loyalty programs to create cross-sector synergy. Residents might earn Emirates Skywards miles, get Etisalat perks, or enjoy exclusive Splash retail access—all turning a home into an extension of a beloved brand journey.

Local brands also offer authenticity that differentiates projects in an increasingly saturated market. Where many residences boast global fashion or automotive ties, local collaborations can claim true emotional ownership of place, blending heritage, trust, and cultural familiarity with world-class service.

Economic benefits also flow back into the local ecosystem, creating new value chains in design, retail, and operations. A Rivoli-branded residence could feature in-house boutiques or watch clubs. A Giving Movement partnership might integrate sustainable living amenities. Rather than static real estate, these projects become dynamic commercial ecosystems.

Perhaps most importantly, local brands bring an emotional edge built on decades of trust and credibility. Buyers aren’t just purchasing space—they’re joining a legacy. In a world where belonging matters more than ever, local brands offer a depth of meaning that imported names often can’t replicate.

With growing demand for sustainability, smart infrastructure, and cultural relevance, local brands are well-positioned to innovate quickly and deliver experiences that meet evolving expectations. A residence co-developed with Etisalat could lead in smart-home technology, while partnerships with brands like Home Centre could redefine affordable-luxury living at scale.

Far from being about national pride alone, locally branded residences represent a future-ready strategy that puts cultural intelligence and genuine connection at the heart of Dubai’s luxury real estate.

The authors are the founders of DRE, a real estate brokerage operating in Dubai since 2007.