Australian specialty coffee roaster and café operator, The Reformatory Lab, has launched its first international store at Dubai’s luxurious W Residences development.
Founded in December 2013 in Sydney’s Surry Hills district by Simon Jaramillo, a fourth – generation Colombian coffee farmer, and inspired by Batman comic books for its branding, the company sources specialty coffee from nine regions across Latin America and Africa. This includes a super – premium Gesha range from Panama.
The Reformatory Lab is dedicated to highlighting diverse flavor profiles. It offers coffees processed through various methods, such as anaerobic honey and carbonic maceration fermentation. Its in – store menu features milk – based espresso drinks and a filter coffee selection, including pour – over, Chemex, or AeroPress options.
Jaramillo stated, “With unexpected flavors, unique origins, and an amazing atmosphere, The Reformatory Lab intends to transform the coffee scene in the UAE. It shows that in a world full of mediocrity, the simple pleasure of an outstanding cup of coffee can set everyone’s day on a great path.”
Premium real estate firm Arada is responsible for The Reformatory Lab’s entry into the UAE. By the end of 2027, Arada aims to open 10 more stores across Dubai, Sharjah, and Abu Dhabi. Additionally, Arada plans to establish a The Reformatory Lab roastery in Dubai, enabling the specialty coffee operator to start a wholesale business serving Middle Eastern clients.
Ahmed Alkhoshaibi, Group CEO of Arada, added, “Building on the brand’s Australian success, our aim is to make The Reformatory Lab the top choice for local coffee lovers. We’ll add new locations to all major UAE cities before further international expansion.”
In recent years, Dubai’s specialty coffee scene has been significantly influenced by Australian brands. These include Tom & Serg, Stomping Grounds, and The Sum of Us, all backed by hospitality group EATX.
In January 2025, Canberra – based specialty coffee roaster and café chain Ona Coffee announced its plan to debut internationally in the UAE in 2025 with a 10,000 – square – foot outlet in Dubai. Australian specialty coffee brands Toby’s Estate and Encounter Coffee Roasters have also entered the market, with five and three stores respectively.
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