Strada, a Dubai-based property brokerage founded by British nationals, has announced plans to establish operations in the UK, targeting major cities including London, Manchester, Liverpool, Leeds and York.
The agency was founded in 2022 by Gary Allen and Chae Simons, both of whom previously worked for other Dubai-based firms including Allsopp & Allsopp. The company has already launched operations in Miami before turning its attention to the British market.
Business model and structure
Strada operates as a brokerage platform where agents work under its branded system, supported by a mobile application that organises viewings, meetings and generates leads. The company functions both as a traditional estate agency selling properties in Dubai and as an investment adviser for clients seeking new build properties in the UAE and international markets.
Derry Mathews, who will head the UK operation, stated: “Our ambition is to replicate the success Strada has built in the UAE and bring that same expertise and approach to the UK market. With Chae Simons leading the business as Chief Executive and my five years of experience in property investment, we have a strong foundation to build on.”
The expansion comes as the UK property market continues to see activity from international operators. Recent government plans to reduce property transaction costs may provide additional support for market activity.
Market approach
Mathews outlined the company’s strategy: “My focus is on establishing strong developer relationships, building a knowledgeable UK team and connecting our international client network with quality investment opportunities.”
The Dubai property market has gained visibility through various television programmes documenting its sales culture, characterised by competitive environments and high-volume transaction models. Strada’s operations have been featured on its YouTube channel, which documents its office environment and sales processes.
The company’s entry into the UK market follows a pattern of international property firms expanding their geographical footprint, as investors continue to seek opportunities across multiple jurisdictions. This trend has been reflected in recent multi-property financing arrangements in the UK market.
The firm has stated its intention to build what it describes as a “trusted, recognised brand” in the UK property investment sector, focusing on long-term value for investors across its target cities.
