Arada enters AED100m joint venture with Tashas Group

The AED100 million investment will support the growth of two brands within the Tashas Group portfolio: tashas, the premium café concept, and Cafe Sofi, a new, soon-to-launch brand.

Under the terms of the agreement, Arada and Tashas Group will open a minimum of 10 outlets over the next two years, with five already in the immediate pipeline. These include tashas Aljada in Sharjah, scheduled for December 2025, tashas Al Ain (January 2026), tashas Ras Al Khaimah March 2026), tashas Nad Al Sheba (February 2026) and Cafe Sofi in 2026. All locations opened as part of the partnership between Arada and Tashas Group will be non-alcoholic.

The partnership reflects the evolving vision of community development in the UAE as well as wider macro trends shaping the country, including significant and rapid population growth and the implementation of Golden Visa policies. In the past, suburban neighborhoods offered limited dining and leisure choices, with premium F&B concentrated in malls or central districts. Today, master developers such as Arada design lifestyle-first communities, marketing not only homes but also wellness, culture and hospitality offerings designed for the long-term residents. Similarly, companies like Tashas Group are expanding into emerging suburban hubs such as Ras Al Khaimah, Al Ain and Sharjah, reflecting rising demand for quality F&B beyond traditional city centres.

Ahmed Alkhoshaibi, Group CEO of Arada, said: “This partnership with Tashas Group reflects our ambition to create vibrant, community-centric destinations where great design, wellness, and hospitality intersect. Food and beverage is a vital part of Arada’s lifestyle offering, and we’re investing in a brand that shares our focus on quality, creativity and experience. With this joint venture, we’re not just expanding our portfolio, we’re reinforcing our commitment to developing well-rounded communities that bring people together.”

Natasha Sideris, Founder and CEO of Tashas Group, said: “Arada is a company that aligns with our values and long-term vision. This partnership enables us to bring both tashas and our new concept, Cafe Sofi, to new locations in the region. We aim to deliver dining experiences that combine beautiful food, thoughtfully designed environments and a high standard of service.”

Tashas Group has scaled from a single café in South Africa to nearly 40 locations internationally, creating design-forward restaurants that act as social anchors and community touchpoints across multiple emirates.

Cafe Sofi is set to make its debut in South Africa in September 2025, marking a personal culinary venture for Natasha Sideris. The concept is a deeply personal one, inspired by her mother, Sophia, whose signature style embodied effortless elegance and timeless simplicity. The menu is designed as an intimate indulgence, reflecting favorites with a refined touch. Guests can expect salads and cakes that strike a balance between classic charm and modern sophistication, dishes that nod to a bygone era yet feel distinctly contemporary.

This new joint venture complements Arada’s broader growth strategy, which includes a focused expansion into retail, hospitality and wellness, alongside its established property development business.  In 2024, Arada announced its hospitality and entertainment division, which includes F&B brands such as Australian juice bar outlet Boost Juice, healthy-eating cafe Hungry Wolves, popular Australian coffee concept The Reformatory Lab, Emirati fine dining outlet Kashtat Amina and a partnership with Levantine restaurant Em Sherif.

The launch of the partnership between Arada and Tashas Group comes against the backdrop of rapid growth in the restaurants sector in the UAE. Backed by a robust tourism sector, favourable regulations and a multicultural consumer base, the UAE’s F&B industry is expected to increase by 18% a year between 2025 and 2030, reaching a total value of AED194 billion, according to Mordor Intelligence.