Bringing Highland heritage to Dubai: Nevis Range proves sustainability is smart business
From the rugged heights of the Scottish Highlands to the glittering towers of the UAE, Nevis Range is embarking on its most ambitious chapter yet.
Spearheaded by Managing Director Chris O'Brien, the company has planted its flag in the Middle East with the launch of its bar Wild Woven Dubai in the prestigious DIFC area.
This strategic move positions the brand as a global ambassador for Scottish heritage, underpinned by a compelling and profitable net-zero business model.
O'Brien, a recognised figure in Scottish tourism, rebuilt Nevis Range from a break-even ski centre into a commercially resilient and sustainable enterprise. He now brings the lessons from that decade-long transformation to the Gulf, proving that environmental stewardship isn't a cost- it's the foundation of smart, scalable business.
Substance over style
The new venture, Wild Woven Dubai, launching in the Carlton Downtown Hotel, is more than just a bar; it’s an umbrella for several high-value business streams.
The company’s first flagship bar outside the UK is set to be swiftly followed in December by the unveiling of an authentic retail business, co-founded by Laila Sutherland. The retail concept, also operating under the 'Wild, Woven' name, perfectly symbolises the interweaving of Scottish and Dubai cultures.
"My goal is to provide high-quality, unique items that change regularly," O'Brien explained. The brand will focus on traditional Scottish materials like Harris tweed and cashmere, collaborating with young Emirati designers to create unique, culturally integrated designs. Products will include limited-edition items such as jewellery featuring mountain or skyline designs, and watches with tartan straps.
O'Brien is quick to critique the tendency to prioritise style over substance in some luxury markets. He firmly asserts that his Dubai venture will focus on meaningful, quality products with genuine cultural significance, avoiding the "elaborate display cases that only sell basic items like deodorant."
Consumer trips to consultancy
The expansion includes a dedicated travel agency and a new consulting service. Nevis Range partners with Star Tours to integrate their travel agency business, providing a market presence in London, Mumbai and the US, alongside satellite partners in Australia, New Zealand, and Singapore.
The agency's primary goal is clear: "to help clients based in Dubai and the wider region travel to Nevis Range in Scotland and experience my home business." The second objective is to promote Star Tours' excellent, Europe-wide coach touring business, which is the leading choice for Indian clientele, particularly those from Mumbai.
"Beyond the consumer side, this agency serves as a front-facing consultancy for how we expand our travel expertise here in the UAE," O'Brien elaborated. "The proposition to local businesses is straightforward: partner with us and gain access to my established international promotion channels, leveraging our global expertise in bringing in international visitors."
Net-zero consultancy
O'Brien is also launching a consulting service with a powerful, singular core proposition: "We made net zero profitable, and everybody can."
He wants to demonstrate that sustainability is not a prohibitive cost but a direct benefit that expands business. His simple message on greenwashing is direct: claims like not providing serviettes for 'green policies' are simply "ripping off the customer."
"What we are interested in are big, philosophical changes to a business that actually do more than just respect the environment - they genuinely enhance it," he stated, noting that many excellent businesses in Dubai already understand this philosophy.
Media ventures
O'Brien's expanding media profile reinforces his consulting work. He has just wrapped up a podcast called "Traders Brawl," whose trailer was tellingly titled "Climate Change Activists Interrogated".
Just back from two weeks in Dubai’s Hatta, known for its mountain biking offering, O’Brien is currently working on another podcast "Petrol and Money," a pilot with the Riviera Group, which has hopes of being picked up by Netflix India and be viewable to its 5.5 million subscribers.