Emaar Properties has launched an in-house contracting arm, Rukn Mirage, under its subsidiary Mirage, marking a strategic shift toward greater control over construction projects. The unit will handle select internal developments while Emaar continues to outsource other projects.
This move reflects a broader trend among UAE developers to manage construction timelines, costs, and quality more directly, while capturing a larger share of revenue. The strategy comes as Dubai’s real estate market has surged, with property prices rising 70% over the past four years, and the government targets doubling the city’s population to 7.8 million by 2040.
Other UAE developers are following suit: Arada acquired the New South Wales arm of Sydney-based Roberts Co to integrate into its UAE operations, while Samana Developers now handles 80–90% of projects internally through its in-house unit. Ellington Properties, Azizi Developments, and Sobha Group have also launched internal construction teams in recent years.
Developers cite several advantages, including faster delivery timelines, earlier release of escrowed buyer payments, and avoidance of penalties for delays. However, experts caution that the dual focus on development and construction can strain management capacity, and a market downturn could leave costly in-house equipment idle. Independent contractors, facing reduced project awards, may shift focus to sectors such as infrastructure, manufacturing, or oil and gas.
For investors, the move signals a push for operational control and margin optimization but requires careful monitoring of execution risks and market exposure.
