Is Dubai poised to become the cornerstone for launching global brands? This September, global hospitality investor Petros Stathis, Chairman of Nammos World, Monterock International, and Vice-Chairman of ADMO Lifestyle Holding, is set to take his renowned brand CÉ LA VI from Dubai to London, reversing the traditional path. With more of his food and beverage brands expected to follow, this Dubai-first approach is emerging as a new business trend.
Nicknamed the “King of Luxury” by Rolling Stone, Stathis is famed for Nammos, a Mediterranean beach-bar concept whose Dubai location is the highest-grossing restaurant worldwide. Like its iconic counterpart CÉ LA VI, Nammos gained international fame by launching in Dubai first, before expanding to major Western cities.
Stathis explains, “Historically, renowned restaurants and hotel chains would originate from places like London and New York before moving to cities like Singapore and Paris.”
Petros Stathis, Chairman of Nammos World and Monterock International and ADMO Lifestyle Holding Vice Chairman.
“However, in recent years, Dubai has increasingly become the first or second step in global expansion. In my business, I’ve intentionally built brands in Dubai and then expanded them globally.”
CÉ LA VI’s upcoming London debut on the rooftop of the renowned Renzo Piano building in Paddington Basin marks its third milestone towards international acclaim. Initially launched on the Marina Bay Sands Tower in Singapore, the brand’s first step outside Asia was Dubai. Now firmly entrenched in the Emirati F&B scene, CÉ LA VI leads Stathis’ portfolio into London’s competitive hospitality market.
Though Nammos will follow CÉ LA VI to London, it exemplifies how global brand development is shifting. Launched in Mykonos in the 1960s, Nammos only expanded internationally to Dubai decades later. Under Stathis, it has since entered Cyprus, Sardinia, with plans for London, Saudi Arabia, and the Maldives.
This shift reflects a broader trend: companies once viewed Dubai as a luxury outpost but now see it as their base for global brand growth. ADMO Lifestyle Holding, Stathis’ joint venture with UAE-based Alpha Dhabi Holding, leverages Dubai as a hub for projects like CÉ LA VI and Nammos.
Why is this occurring? Stathis attributes Dubai’s rise as a global brand accelerator to three factors.
Firstly, its strategic location between Europe, Asia, and Africa offers rapid access to international markets. With two of the world’s busiest airports and top-tier infrastructure, Dubai provides luxury brands with immediate access to a high-spending, global audience.
Secondly, Dubai’s affluent, cosmopolitan consumers support premium concepts. “Dubai’s consumers have global tastes, high expectations, and significant spending power,” Stathis notes. “If your concept thrives here, it can thrive anywhere.”
Thirdly, Dubai’s expanding English-language media presence boosts brand visibility internationally, with local and regional editions of global media ensuring successful Dubai launches reach beyond the city.
Stathis is not alone in this approach. Trèsind, a Michelin-starred restaurant offering modern Indian cuisine, expanded from Dubai to Mumbai. Similarly, the Jumeirah hotel group established its flagship UAE properties before expanding to London, Capri, and other major tourism destinations.
Stathis continues to invest in lifestyle and hospitality ventures matching Dubai’s scale and ambition. With upcoming launches across Europe, the Gulf, and Southeast Asia, his portfolio follows a clear model: establish and validate in Dubai, then expand globally.
“Brands no longer need validation from London or New York,” states Stathis. “Dubai is where you go to become truly global.”
