Как российский бренд премиум лаунджей начал международную экспансию и почему выбрали именно Дубай

How to bring a well-known Russian premium brand to the Dubai market without losing money? In this episode, Ksenia Tretyakova, Head of International Marketing for the TIMELESS chain, shares her real-life experience entering the UAE, including the mistakes, unexpected discoveries, and solutions that helped her gain a foothold in the new market. The podcast discusses: • How TIMELESS grew in Russia and became one of the most famous lounge chains • Why Dubai was chosen for international expansion • What worked in Russia but stopped working in the UAE • How to launch a premium brand in a new market • Why opening a restaurant became part of a marketing strategy • How to build a strong community around your business • What do premium customers expect in Dubai today • What mistakes do entrepreneurs most often make when entering the UAE This episode will be useful for entrepreneurs, restaurateurs, franchise owners, marketers, and anyone considering entering international markets. 📍 Recorded at Nuria Production Studio (Dubai Media City) My social media: ❗️ Instagram - / nurianuria275 ❗️ Telegram channel - https://t.me/nuriaproduction ❗️ Links to Timeless in Dubai   / timeless_dubai   https://timeless.club/en/dub Timecodes [00:00] - Episode preview: key points and main points about premium service, hookahs as art objects, and marketing in Dubai. [02:00] - Welcome and introduction of the guest - Ksenia Tretyakova, International Marketing Director of the Timeless chain. [03:04] - How the grand grand opening in Dubai went: the red carpet, the couturier, and the visit of members of the royal family (sheikhs). [07:01] - The brand's unique selling proposition (USP): premium service, privacy of zoning, and why it wasn't possible to create classic closed VIP rooms in Dubai due to fire safety. [08:22] - Changing the industry: how a brand chef began creating hookahs as art objects. [10:26] - The story of the launch of the first establishment on Chistye Prudy in Moscow for 16 million rubles in 2018 and the transformation of the "basement" industry into a premium segment. [14:06] - The main rule of working with celebrities, bloggers, and entrepreneurs: why they are never asked for advertising and stories to maintain comfort. [16:14] - Reasons for international expansion: why Dubai was chosen as the main hub and exhibition area for potential franchisees from around the world. [18:11] - What happened between the technical opening in November and the official opening in April: staff training, certification of specialists, and funny mishaps with local employees. [21:09] - The postponement of the opening date due to force majeure in April and the team's response to the crisis. [22:17] - The specifics of PR in Dubai: why classic PR through local agencies and English-language media works worse than in Moscow, and what is the level of marketing in the Emirates. [27:16] - Marketing budget: how much do restaurants have to allocate for promotion in the local market. [28:05] - Influencer marketing (working with bloggers): the problem of fraud in Dubai and the specifics of working with Arabic-speaking opinion leaders. [30:40] - What worked in Moscow but isn't working in Dubai: Google Ads' strict restrictions on tobacco advertising and a bias toward Google Maps. [34:29] - Adapting to international clients: how to engage with guests of completely different nationalities and cultures. [35:56] - Key advice for Russian entrepreneurs: why you shouldn't enter the Dubai market in 2026 without in-depth analysis (segmentation of locals, Lebanese, and expats) and understanding their habits. [38:58] - Interview summary: a brief checklist for successfully launching a brand abroad. #Dubai #BusinessInDubai #UAE #Entrepreneur #Scaling #Marketing #Franchise #TIMELESS #RestaurantBusiness #BusinessCase #DubaiBusiness #UAEBusiness #Entrepreneur #BusinessPodcast #LuxuryBrand