Nespresso's Adil Khammar On Building A Premium Brand In The UAE

In the UAE, premium isn’t the exception—it’s the baseline. And in a market like that, staying desirable is something even legacy brands have to keep working for.

Consider, for instance, Nespresso, one of the world’s leading premium coffee brands—its Country Managing Director for the UAE, Adil Khammar, confirms to Inc. Arabia that relevance in a market like this isn’t a given; it’s something that must be continually reinforced.

“Staying desirable in a fast-paced market in the UAE requires a deep commitment and passion, especially in the industry we are in,” Khammar says. “So, when operating a premium brand like Nespresso in this region, we do not just look at releasing new high-quality products to stay relevant; we aim to curate and innovate customer experiences, integrate the unique cultures, practices, and stories we come across from around the world, and make them resonate with the culture and values of the region.”

This understanding that premium is as much about local resonance as it is about global consistency has shaped how Nespresso shows up in the UAE, Khammar says. Indeed, he points out that the company’s retail footprint has evolved to meet the high expectations of the region’s luxury-savvy consumers, and a major part of that shift has been centered on experience design.

“The UAE is a retail market, where luxury brands focus on offering their customers a taste of what the brand is all about—this is your physical brand statement, and it should be seamless to create a deeper relationship with the consumer that goes beyond buying and selling,” Khammar notes. “That is why some of the decisions we have made this year revolve around the evolution of our retail space and onboarding local talents.”

Here, Khammar points to Nespresso’s new boutique concept, which has been designed to deliver tailored, immersive experiences for its customers in the UAE. “As pioneers in customer service for four decades, we recognize that in this sophisticated market, we must continue to innovate the customer experience,” he explains. “Since our boutiques serve as the first point of brand exposure, we aim to create a more engaging and personalized experience that reflects the luxury and quality of Nespresso.”

So far this year, Nespresso has introduced its new boutique concept stores across three locations in the UAE, which include the Dubai Hills Mall in Dubai, Al Jimi Mall in Al Ain, and The Galleria - Al Maryah Island Abu Dhabi.

And Khammar reveals that more are on the way, saying, “For next year, we are planning to upgrade a few of our boutiques and expand our retail business in other Emirates too, such as Sharjah and Ras Al Khaimah.”

But even the most beautiful space can fall short without the right people bringing it to life. That’s why Nespresso’s strategy includes a strong focus on human capital—particularly in ensuring the team reflects both brand values and cultural insight.

“Nespresso focuses greatly on empowering local Emirati talent and hiring a team that is truly passionate about the causes Nespresso stands for, while bringing their local know-how and cultural insights to the table,” Khammar says. “It is extremely important for us to invest in training and development programs for the team to ensure they can create personalized and memorable experiences that bring the brand to life.”

For brands looking to take a page out of Nespresso’s books and climb into (and stay in) the premium segment, Khammar offers a word of caution: premium positioning isn’t about pricing or packaging. It’s about perspective.

“One of the most common mistakes brands make when trying to ‘go premium’ is thinking that luxury is just about higher price points or aesthetic upgrades,” he explains. “Globally, and regionally, the luxury industry has seen many changes post the COVID-19 crisis, especially in terms of over-consumption. Consumers are more mindful about what they purchase, and the larger focus now is on quality products that last for years rather than a new drop of products every few months that aids to wastefulness.”

That shift in consumer behavior has therefore created new pressures—as well as new opportunities—for brands to recalibrate what luxury really means. “Brands need to find the right balance between positioning brand offerings and brand audience and finding new angles to build a stronger customer base that stays loyal,” Khammar points out. “This is important because being premium is about delivering consistent excellence, and a sense of purpose that goes beyond the product. Additionally, brands must avoid thinking with a ‘mass marketing’ mindset within the luxury space; luxury is about exclusivity and tailored experiences, not broad appeal.”

The Nespresso space at the Michelin Guide Food
Festival Abu Dhabi 2024.

This mindset of quality over quantity can be seen in how Nespresso shows up in its retail footprint.

“Another thing that a lot of brands overlook is the importance of service culture and storytelling,” Khammar explains. “They focus on packaging rather than the people, when in reality, it is your people who make the difference in premium retail. At Nespresso in the UAE, retail is at the heart of everything we do. More than 60 percent of our colleagues work in retail, while 80 percent of our team members are customer-facing, with each person having gone through training not just in product knowledge, but also to create a more meaningful connection with the customer.”

The crux of Khammar’s message for his peers is thus this: focus on the fundamentals. “To do it right, brands must invest in their people, foster a culture of excellence, and understand the emotional drivers behind luxury retail,” he says. “All in all, my suggestion to luxury brands would be to master your offerings, experiences, and services to the core audience first while remaining true to your brand purpose, and then expanding while still focusing on quality, authenticity, and exclusivity.”

Pictured in the lead image is Adil Khammar, Country Managing Director of Nespresso UAE. All images are courtesy of Nespresso.

This article first appeared in the July 2025 issue of Inc. Arabia magazine. To read the full issue online, click here.