Australian specialty coffee roaster, The Reformatory Lab, has inaugurated its first international store at W Residences in Dubai, United Arab Emirates (UAE). Emirati property development firm Arada is spearheading this expansion, with ambitious plans to open 10 additional outlets across Dubai, Sharjah, and Abu Dhabi by 2027. A central roastery in Dubai is also in the pipeline.
Established in Sydney back in 2013 by Simon Jaramillo, a fourth – generation Colombian coffee farmer, the company draws inspiration from comic books. It sources its coffees from an extensive range of origins including Colombia, India, Indonesia, Costa Rica, Panama, Ethiopia, Kenya, Burundi, El Salvador, Java, and Brazil.
Ahmed Alkhoshaibi, the Group CEO of Arada, emphasizes that The Reformatory Lab aims to offer an enhanced coffee – drinking experience in the UAE, providing customers with something truly extraordinary. He states, “Capitalizing on the brand’s success in Australia, our objective is to establish The Reformatory Lab as the premier destination for local coffee enthusiasts. We plan to introduce new venues in all major UAE cities before venturing further into international markets.”
Simon Jaramillo echoes this sentiment, adding, “With its unexpected flavor profiles, unique origins, and captivating ambiance, The Reformatory Lab is set to transform the coffee landscape in the UAE. In a world often filled with mediocrity, we aim to demonstrate how the simple pleasure of a top – notch cup of coffee can set one’s day on a path to greatness. We are resolute in our mission to shun subpar tastes and aromas, embracing the essence of exceptional coffee and remaining committed to our continuous exploration of novel flavors and experiences.”
The Reformatory Lab also offers a daily assortment of baked goods and snacks that are said to meet fine – dining standards. Moreover, the new central roastery will empower the company to create customized coffee blends for businesses in the UAE and the surrounding region.
The Reformatory Lab is the latest Australian brand to announce its expansion into Dubai. In January 2025, specialty roaster ONA Coffee disclosed its intention to open its first international outlet in the city later this year.
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