Real estate firm Arada is planning to scale the specialty coffee brand across Dubai, Sharjah and Abu Dhabi, and launch a roastery to serve wholesale customers across the Middle East
The Reformatory Lab at Dubai’s luxury W Residences | Photo credit: Arada
Australian specialty coffee roaster and café operator The Reformatory Lab has opened its first international store at Dubai’s luxury W Residences development.
Founded by fourth-generation Colombian coffee farmer Simon Jaramillo and with branding inspired by the Batman comic books, The Reformatory Lab opened in Sydney’s Surry Hills district in December 2013. It currently sources specialty coffee from nine origins across Latin America and Africa, including a super-premium Gesha range from Panama.
Seeking to highlight diverse flavour profiles, The Reformatory Lab also offers a range of coffees processed in a range of methods, including anaerobic honey and carbonic maceration fermentation. Its in-store menu features milk-based espresso beverages or filter coffee range, including pour-over, Chemex or AeroPress.
“With unexpected flavours, unique origins and an amazing atmosphere, The Reformatory Lab aims to revolutionise the coffee scene here in the UAE and show how, in a world of mediocrity, the simple pleasure of a stellar cup can direct everyone’s day towards greatness,” Jaramillo said.
Premium real estate firm Arada is behind The Reformatory Lab’s UAE launch and is seeking to open 10 further stores across Dubai, Sharjah and Abu Dhabi by the end of 2027. Arada is also planning to open a The Reformatory Lab roastery in Dubai to enable the specialty coffee operator to launch a wholesale business serving clients in the Middle East.
“Building on the brand’s success in Australia, our goal is to make The Reformatory Lab the go-to location for coffee lovers locally, adding new venues to all of the major cities of the UAE before expanding internationally,” added Ahmed Alkhoshaibi, Group CEO, Arada.
Dubai’s specialty coffee scene has been strongly influenced by an influx of Australian brands in recent years, including Tom & Serg, Stomping Grounds and The Sum of Us – all of which are backed by hospitality group EATX.
In January 2025, Canberra-based specialty coffee roaster and café chain Ona Coffee announced plans to make its international debut in the UAE in 2025 with a 10,000sq ft Dubai outlet. Australian specialty coffee brands Toby’s Estate and Encounter Coffee Roasters have also established a presence in the market, with five and three stores respectively.