Australian specialty roaster The Reformatory Lab has launched its first international store at W Residences in Dubai, United Arab Emirates (UAE).
The expansion, rolled out by Emirati property development company Arada, is expected to welcome 10 more locations in Dubai, Sharjah, and Abu Dhabi by 2027, alongside a central roastery in Dubai.
Founded in Sydney in 2013 by fourth-generation Colombian coffee farmer Simon Jaramillo, the business is inspired by comic books and offers coffees from Colombia, India, Indonesia, Costa Rica, Panama, Ethiopia, Kenya, Burundi, El Salvador, Java, and Brazil.
Ahmed Alkhoshaibi, Group CEO of Arada, says The Reformatory Lab provides an elevated coffee experience in the UAE and is designed to give customers an out-of-the-ordinary experience.
“Building on the brand’s success in Australia, our goal is to make The Reformatory Lab the go-to location for coffee lovers locally, adding new venues to all of the major cities of the UAE before expanding internationally,” he says.
Simon Jaramillo adds: “With unexpected flavours, unique origins and an amazing atmosphere, The Reformatory Lab aims to revolutionise the coffee scene here in the UAE and show how – in a world of mediocrity – the simple pleasure of a stellar cup can direct everyone’s day towards greatness.
“We’re determined to fight against subpar tastes and aromas, embracing the spirit of exceptional coffee and committing to our ongoing exploration into new flavours and experiences,” he says.
The Reformatory Lab offers a daily selection of baked goods and snacks said to reflect fine-dining standards. Meanwhile, its new central roastery will enable the lab to provide bespoke coffee blends to businesses in the UAE and the region.
The Reformatory Lab is the latest Australian brand to announce its Dubai expansion, with specialty roaster ONA Coffee in January 2025 revealing its plans to open its first international location in the city later this year.
