UAE-born brands target global growth through franchising

Dubai-born companies are increasingly using franchising to push into global markets, with new groups eyeing Asia and Europe as expansion targets. Yolk Brands, founded in 2023 by entrepreneur Stephen (Steve) Flawith to consolidate fast-food concepts Pickl and BonBird, now operates across eight countries in the Middle East and North Africa, runs 50 restaurants and aims to reach 80 outlets by the end of the year. The UAE has also produced internationally recognised consumer names in beauty, fashion and fragrance, including Kayali, Huda Beauty and The Giving Movement.

“For us the logical choice is to get into the UK with the brands and to hit into Singapore and Hong Kong because they're very similar markets to Dubai,” Steve Flawith said, adding that Yolk Brands planned to sign the Asian markets “within the coming eight months”.

The move by Yolk Brands reflects a broader shift in the region’s retail and leisure economy: Emirati-born brands are evolving from local success stories into exporters of intellectual property and franchise models. Yolk Brands, which has expanded its portfolio to include coffee roastery Southpour, currently operates in Bahrain, Qatar, Saudi Arabia, Pakistan, Jordan, Egypt and Oman, with new outlets planned in Kuwait and Iraq and Asia next on the map.

Industry figures point to several structural advantages that support such expansion. Mohammed Dhedhi, partner at consultancy Kearney, said international banners remain important but are no longer the only growth engine. “The region imported relevance from international franchise partners for decades and is now packaging its own identity, capital and creativity and exporting it,” Dhedhi said.

Beyond food and beverage, the UAE has fostered global names across adjacent consumer categories. Kayali, a Dubai-born fragrance brand, launched in New York in early 2026 after attracting investment from private equity firm General Atlantic. Huda Beauty, founded in the UAE, has become a globally recognised cosmetics brand, while fashion label The Giving Movement has built an international customer base largely through e-commerce. Fix Dessert Chocolatier — founded during the Covid-19 pandemic — became a global social media phenomenon for its Dubai chocolate bars and is often cited as a poster child for the new export wave.

The Emirates Franchise Association, an affiliate of the Abu Dhabi Chamber, is actively supporting the push overseas. The association recently attended World Franchise Council meetings in Beijing and helped 10 UAE companies showcase their brands at the China Franchise Expo. It also highlights the scale of the opportunity: the global franchise industry comprises more than two million businesses and supports over 19 million jobs.

Drivers and challenges

• Business environment: Executives cite the UAE’s business-friendly regulations, infrastructure and access to capital as key enablers for franchise growth.
• Capital and partners: Investment interest from global firms such as General Atlantic has helped brands like Kayali accelerate international launches.
• Market strategy: Companies are targeting markets similar to Dubai — notably the UK, Singapore and Hong Kong — before moving into wider European territories.

Consultant Seda Solmaz of Idea Atelier urged building an ecosystem to scale founders from local to global: “The opportunity now is to build an ecosystem that makes it easier for more founders to scale from local success stories to global ones. Fix shouldn’t be a once-in-a-generation success story. It should be the first of many.”

Outlook: With homegrown groups already signing franchise deals and attending global expos, the UAE looks set to become a regional springboard for consumer brands seeking international footprints. The near-term focus for many operators will be converting regional momentum into signed master franchising agreements in Asia and the UK, followed by a wider push into Europe as brands aim to cement their global presence.