Singapore-based Naumi Hotels has announced its entry into the Middle East with the opening of its first property in Dubai’s Barsha Heights.

The boutique hospitality group, known for its bold design and personalised service, has acquired a 237-room hotel in the district. The deal was advised by SunStar Capital, the wealth management firm founded by Surya Jhunjhnuwala, Executive Chairman of Naumi Group. The property will be operated by Naumi Hotels, led by Group CEO Gaurang Jhunjhnuwala.

“Following Naumi Hotels’ success in the Asia-Pacific region, extending the experience to the Middle East felt like a natural next step,” said Gaurang Jhunjhnuwala. “For us, Dubai represents the epicentre of the region’s thriving hospitality market and a symbol of innovation, where the world’s leading brands and most discerning travellers come together. We are excited to make our mark on the region and on a city that so closely mirrors our ambition, creative energy, and ever-evolving vision for hospitality.”

Established in Singapore in 2007, Naumi Hotels has built a portfolio of eight properties across Singapore, New Zealand, Australia, and now the UAE. The group positions itself around unique destinations, contemporary design, and what it calls “unscripted service.”

The Dubai property is located close to Dubai Internet City Metro, with easy access to the Mall of the Emirates and The Palm. A redesign is planned, introducing new interiors and brand elements that the group says will include “whimsical spaces, imaginative micro-experiences, and signature brand touchpoints.”

The hotel currently features 237 rooms and suites, two restaurants, a spa, a rooftop pool, a fitness centre, and meeting spaces. Naumi has signalled its focus on offering curated art and design, with an emphasis on creating memorable stays.

Paul Stocker, Group Chief Operating Officer, said: “With every new property, we aim to push the boundaries of boutique hospitality. In Dubai, we’ve found the ideal canvas to express our playful sophistication and bring unexpected moments to life. The hotel will capture the spirit of the city while staying true to Naumi Hotels’ experiential, artful approach to every stay.”

The Dubai launch marks the beginning of Naumi Hotels’ expansion strategy in the Middle East, with further announcements expected in the coming years.