Brahm-Anantara-Arada Strategic Collaboration
Brahm Group advances a strategic collaboration at Anantara Residences & Resort by Arada on Al Heerah Beach, UAE, that will deliver optimized Well-Being and LifeStyle experiences in the lap of ultra-luxury.
Dubai, UAE – 5th September 2025: Brahm Group today announced confirmation of key elements in its strategic collaboration with Arada, the developer of the upcoming Anantara Residences & Resort by Arada at Al Heera Beach. The partnership reflects Brahm’s mission to address one of the defining challenges of modern life: the erosion of human connection and well-being in an age dominated by digital saturation.
- Wellness & Lifestyle Services: Delivery of the BFITT, BFLEX, BSKLD, BSTYL, and BWELL programs for resident guests and Brham global members — offering personalized, diagnostics-driven fitness, style, skill-building, and holistic well-being.
- Global Membership Access: Short- and long-term use and/or sale of residences within the project to Brham’s global membership base, creating direct, high-value property engagement.
Under active discussion with Anantara management are additional elements including:
- Brham Café: A farm-to-table gourmet experience featuring Brahm’s global menu.
- Boutique Retail: BT Collection and Ahikoza luxury products.
- Curated Lifestyle Events: Theme-based retreats, chef’s table experiences, and milestone celebrations.
- Content Creation: On-site media production to bring the Brham lifestyle vision to global OTTaudiences.
Arada has expressed in-principle support for these proposals and will advocate for their inclusion through the appropriate channels.
The Anantara Sharjah Resort & Residences is slated to open in 2027. Brahm’s integration into this landmark project is expected to strengthen brand positioning, create sustainable revenue streams, and deepen engagement with its global ultra-high-net-worth clientele — all while setting a new standard for luxury rooted in the physical, natural, and profoundly human experience.
