Rove Hotels and IRTH Group have officially announced a landmark multi-year partnership, signaling a significant expansion of the “Rove Home” residential brand across the United Arab Emirates. The move formalizes an existing, highly successful collaboration between the hospitality giant and the real estate developer, which has already delivered over 2,000 sold-out units across various residential and commercial concepts in Dubai.
The partnership builds on a proven track record of breaking conventional real estate molds. Since their initial collaboration in 2023, the two companies have successfully launched three Rove Home residential projects and HQ by Rove, the region’s pioneering hospitality-branded office concept. This momentum is set to culminate later this year with the highly anticipated handover of Rove Home Downtown, marking the first time the brand’s unique concept transitions from a blueprint to a living reality.
Under the new agreement, IRTH Group will spearhead the development of standalone Rove Home residential projects throughout the UAE, leveraging Rove’s signature hospitality-led design and community-focused approach. This expansion aligns with Rove Hotels’ broader regional growth strategy, which has seen the brand expand its footprint into Saudi Arabia, Oman, and Egypt, reaching a milestone of nearly 10,000 keys currently open or in development.
“Rove Home and HQ by Rove were conceptualised to break the mold of what accessible living and working spaces can look like,” said Paul Bridger, COO of Rove Hotels. “IRTH Group shares our progressive mindset and commitment to the UAE market, making them the natural partner as we expand our footprint.”
The partnership is anchored in a shared ethos: prioritizing wellness, social interaction, and flexible design. Unlike traditional residential developments, Rove Home projects emphasize high-quality shared amenities—ranging from fitness and social spaces to intelligent, modular living units. This “hospitality-first” approach is mirrored in their commercial ventures, where HQ by Rove integrates concierge services and lifestyle amenities into the workplace.
The first project to launch under this exclusive, long-term agreement will be Rove Home The Greens. Situated in one of Dubai’s most established neighborhoods, the 200-home development is designed to test the next evolution of the brand. It promises to push the boundaries of space planning and the ownership experience, aiming to redefine how residents interact with their living environments.
Osman Celiker, CEO of IRTH Group, noted that the partnership reflects a mutual desire to challenge the status quo of regional real estate. “We are always exploring how we can challenge convention and create something better,” said Celiker. “With Rove Home The Greens, we are looking beyond the home and asking what more ownership can offer. It brings together product, hospitality, and amenities in a way we haven’t done before.”
As Rove Home Downtown nears completion and the development pipeline for The Greens gets underway, the collaboration promises a broader, more ambitious future for branded living across the Emirates.
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