Nolte Küchen, Germany’s premier premium kitchen brand, is making a significant investment of Dh25 million to bolster its presence in the Middle East. This strategic move is part of the brand’s renewed global growth strategy, emphasizing German design excellence and craftsmanship. Having operated in the UAE since 2007 through Universal Trading Company (UTC), Nolte Küchen is now transitioning to a direct-to-consumer model under its new mainland entity, Nolte UAE. This shift aims to accelerate market growth and ensure long-term expansion. Key initiatives include the launch of a flagship showroom on Sheikh Zayed Road by early 2026 and the establishment of a dedicated team of engineers, designers, and architects offering end-to-end kitchen solutions. The investment underscores Nolte Küchen’s confidence in the UAE as a regional hub for design and innovation, enhancing its direct relationships with both B2B and B2C customers through improved brand consistency, service excellence, and competitive pricing. The UAE’s premium kitchen market has nearly doubled since 2020 and is projected to reach $200 million by 2030, reflecting sustained demand for high-quality European design. Nolte Küchen’s expansion aligns with this growth, positioning the brand to meet evolving customer expectations with faster delivery timelines, improved service, and an expanded product portfolio. Selva Kumar Rajulu, managing director of Nolte UAE, emphasized the brand’s commitment to the UAE market and its role in driving global presence. Nolte Küchen’s regional competence center in Dubai oversees markets across 30 countries, supported by over 75 branded showrooms across the Middle East, Asia, and Africa. The brand is also recognized for its sustainability efforts, holding FSC and PEFC certifications and publishing annual sustainability reports, aligning with the UAE’s Net Zero by 2050 strategy.