From the rolling green hills of Scotland to the vibrant energy of Dubai, Nevis Range is set to make its Middle East debut with a flagship bar, retail store and travel concierge — built on a foundation of heritage and a forward-looking commitment to sustainability.
Opening on October 1, the brand’s first international outlet will showcase how lifestyle, Scottish culture and environmental responsibility can blend seamlessly in one of the world’s most dynamic cities.
Rooted in Fort William, Nevis Range is renowned as a mountain experience for all seasons—home to snowsports, climbing, biking, walking, and the UK’s only mountain gondola. Its Dubai venture marks the company’s boldest chapter yet, positioning it as a global ambassador for Scottish adventure while carrying forward its core values of resilience, innovation and respect for the planet.
The expansion comes after a decade-long transformation in the Scottish Highlands, spearheaded by Chris O'Brien, Managing Director, Nevis Range and Wild, Woven & Whisky, the culinary and cultural soul of Nevis Range and the company’s growth platform.
Global growth platform
Wild, Woven & Whisky, while being the culinary and cultural soul of Nevis Range, is also the vehicle for Nevis Range's international expansion, a multi-channel growth engine designed to scale globally while retaining its authentic Scottish roots.
This platform is built on four distinct, self-amplifying pillars that provide a compelling and multifaceted product for the travel trade to sell – experiential bars, curated retail, concierge and a revolutionary beverage.
The new flagship bar set to launch in Carlton Downtown Hotel, located in the prestigious Dubai International Financial Centre (DIFC) neighbourhood this October, is but one of 10 sites already in the pipeline.
The brand’s retail arm will showcase top-tier Scottish craft and design with an emphasis on authenticity and sustainable excellence. A dedicated travel concierge service will seamlessly link clients from Dubai to Scotland's rich cultural and adventure experiences. This not only provides a unique retail opportunity but also integrates the brand directly into the global tourism value chain. The outlet will also debut a premium branded beverage accompaniment product in Dubai, expected to fill a significant market gap in that space.
Forged in sustainability
O'Brien, a recognised figure in Scottish tourism, rebuilt Nevis Range from a break-even ski centre into a profitable, diversified and sustainable enterprise with the support of his business partner John Sutherland. The core of this reinvention was a deep and authentic commitment to environmental stewardship, positioning Nevis Range as a net-zero business.
“Both John and I studied Scotland's first-ever climate change degree in the early 90s - the subject was a genuine passion for us. Curiously, neither of us finished the Environmental Physical Science degree as it was then called - I went on to become a stand-up comedian, while he became an artist. A decade ago, we found our way back to our shared interest when we took over Nevis Range,” O'Brien says.
The story of sustainability at Nevis Range began from a necessity to operate profitably in an increasingly volatile climate and energy market, O’Brien tells
TTN. The first major turning point was the construction of the company's own hydroelectric plant. This bold move not only took the business off the national grid but also made it energy independent, producing a surplus that it now sells back to the national grid. This hydro station became a symbol of possibility and resilience, not mere compliance.
This philosophy of necessity-driven innovation led to other groundbreaking initiatives too. The company developed a circular economy system for food waste from its restaurants. Food waste collected from scraped plates is compacted into pellets, which are then burned to generate heating for a hospitality outlet. The resulting ash is then sold as fertiliser, creating a triple revenue stream from a single meal: one from the customer, a second from the energy and a third from the fertiliser. This demonstrates a commercially robust approach to sustainability that is both smart business and an effective way to mitigate risk.
Experience is everything
The group’s hotel on the Nevis Range site is a tangible testament to its environmental commitment. It was built entirely from upcycled and repurposed materials, with wardrobes made from scrapped snow vehicle parts and bed frames constructed from old snow fences. The result is a hotel that is not just luxurious, but authentically Nevis Range, a quality that O'Brien believes is gold dust in today's travel industry where experience is king.
O'Brien says: “Our core offering is truly unique accommodation, not traditional luxury. I often tell people that if they are looking for generic luxury, we aren't the right fit. I believe luxury is the most overused term in travel today; what people really want are experiences that are one-of-a-kind and tailored specifically to them.
“In fact, we get most excited when clients come to us with a completely unique, off-the-wall request and ask, ‘What can you do for us?’ As an example, last year, we organised an e-bike tour for a family from Abu Dhabi. We took them on the flat trails of the Scottish mountains, and while we rode, we talked about the history of the area and pointed out the incredible scenery. The entire experience was a wonderful one.”
O'Brien says, “The way we've approached our bar is a celebration of history and the ritual that brings people together. It's about celebrating culture, and we've added our own fun twist to it.”
Strategic launchpad
The choice of Dubai as a global launchpad for its retail, travel and beverage outlet umbrella brand comes with multiple advantages. The relocation of the company's corporate headquarters to the UAE provides crucial benefits like tax efficiency, IP control and international scalability for future expansion across the Middle East and Asia. Chris O'Brien is now based in the city to personally oversee the October 2025 launch of the flagship bar, retail and concierge operations.
He shares the organic journey that led his brand into the Middle East. “In order to diversify our markets, my business partner, John and I changed our business model to focus on working with the best international clients.
“We formed significant partnerships in India, and now we have an incredible volume of customers - about 30,000 a year - who come directly to Nevis Range from Mumbai through various partners. At the same time, we put similar effort into the United States and Australia, which quickly became our two biggest markets. Two years ago, they actually outstripped the entire UK market for us.
“With that volume of business coming from India, we had to pay attention to where the next largest Indian expat market in the world is: the United Arab Emirates. So, here we are,” says O’Brien.
The brand offers travel professionals the chance to sell a story that is already in motion - a story of authenticity, sustainability, and a new era of Scottish luxury on the world stage. This is not a start-up or an untested pilot; it is a brand built on a 35-year operational legacy, with a proven track record of financial transformation and a deep-rooted, authentic commitment to sustainability.
I believe luxury is the most overused term in travel today; what people really want are experiences that are one-of-a-kind and tailored specifically to them” - Chris O'Brien
