Brazil speeds up creation of natural stone hub in the United Arab Emirates

Sectoral initiatives in Dubai and Abu Dhabi in October strengthen the internationalization strategy for the industry. Details about the hub’s governance will be presented at the 2^nd edition of Stone Core in November.

The Brazilian natural stone industry is increasingly close to cementing one of its boldest internationalization initiatives: the creation of the Brazilian Natural Stone Hub in the United Arab Emirates. Focused on logistics, a structured commercial presence, and the repositioning of Brazil as a premium supplier to the Middle East, the proposal gained momentum after an intense series of events held by the Brazilian Natural Stone Association (Centrorochas) in early October in Dubai and Abu Dhabi.

The hub under development aims to create a permanent logistics and promotional center in the region, ensuring immediate availability, variety, and a consistent quality standard to meet the pent-up demand for sophisticated materials with a narrative of origin – renowned attributes of Brazilian natural stones.

During the program in the United Arab Emirates, held between October 1 and 4, the stone production cluster was represented by the vice president of Centrorochas, Fábio Cruz. He highlighted the need to diversify markets as a matter of survival for the industry. “The Middle East has been a strategic region for those seeking to escape dependence on traditional markets and reach customers who value distinctness, quality, and exclusivity,” he emphasized.

Strategic meetings strengthen demand and validation of the project

Focusing on these items, between October 2 and 4, the vice president participated in a series of meetings with diplomatic officials, business leaders, and potential local partners. The proposal for the hub was presented during the Meeting with Trade Sectors (SECOMs), Science, Technology and Innovation Sectors (SECTECs), and Agricultural Attachés from the Middle East and India, held by ApexBrasil and the Ministry of Foreign Affairs. Figures such as Jorge Viana (the president of ApexBrasil), Sidney Leon (ambassador in the United Arab Emirates), and Marcus Vinicius Pinta Gama (Ministry of Foreign Affairs) attended the meeting.

The schedule also included individual meetings that improved the viability of the project. In Abu Dhabi, in a meeting with Ilson Hulle, the executive director of the Port of Abu Dhabi (AD Ports Group), the representative of Centrorochas discussed possibilities for logistical cooperation for the future hub and celebrated the announcement of the new direct route between the Port of Rio de Janeiro and Abu Dhabi, recently launched by MSC. The connection was hailed as a strategic development that may eliminate logistics bottlenecks, reduce delivery times, and position the UAE as a gateway for Brazilian natural stone in the Middle East.

During a meeting with marble expert George Henawy, a leading figure in the region, the growing use of Brazilian stones in institutional projects became clear. He expressed support for the establishment of a logistics hub that allows easier and continuous access to Brazilian materials.

In Dubai, luxury real estate developer Alpago Properties, responsible for mansions designed by names like Pininfarina, showed immediate interest in the proposal and expressed willingness to form a strategic partnership to speed up the development of the project. Talks were also held with Ornare Dubai, one of the most prestigious Brazilian high-end furniture brands. The company offered its showroom as a showcase for promotional activities and workshops on Brazilian stones geared towards architects and designers in the region.

Governance under construction and presentation at Stone Core

With the validations obtained in the field, Centrorochas is now moving forward to the governance structure phase for the Brazilian Natural Stone Hub. The model is being designed to encompass joint initiatives aimed at logistics, promotion, and commercial presence, with a direct involvement of Brazilian exporting companies.

The proposal will be presented for the first time during the 2^nd edition of Stone Core, a strategic planning event for the industry, which will take place on November 7 and 8 in the city of Cachoeiro de Itapemirim (in the state of Espírito Santo). Details about the schedule will be released soon, but the association is already inviting companies to mark their calendars for this important milestone.

Actions planned for November in the UAE

The events held in October will be followed by a return to the region in November, with a series of practical actions:

• Participation in the fair Big 5 Global, from November 24 to 27, in Dubai.
• Round of negotiations with importers and specifiers.
• Institutional visit to the Port of Abu Dhabi, one of the logistical pillars of the project.
• Prospective mission to Saudi Arabia, regarded as one of the most promising economies in coming decades.

Illustrative photo: Centrorochas image bank