The Apparel Group – long known as one of the Middle East’s leading retail and lifestyle conglomerates – has taken a bold leap into real estate, signalling a strategic shift beyond its legacy in fashion and branded retail. The group, through its holding company APPCORP Holding, has launched a new real-estate development arm called KORA Properties.

KORA Properties’ debut project is called IL VENTO, a 40-storey residential tower located in Dubai Maritime City, Dubai. This move marks a significant moment for the Apparel Group – extending its brand promise of lifestyle, service and design into homes, not just bricks and mortar.

Project highlights: What IL VENTO brings

The IL VENTO tower offers 330 apartments spread over the 40 floors: specifically, 182 one-bedroom units, 93 two-bedrooms, 51 three-bedrooms, and four three-bedroom penthouses (which even include a private swimming pool). the building also features a ground-floor lobby, three basement levels for parking, and five podium-level parking floors.

One of the standout features is the sheer breadth of amenities. IL VENTO will offer more than 40 amenities, including an indoor and outdoor swimming pool, a sky pool, a family entertainment and events hall, a dedicated kids’ play area, a gym and a yoga area. Additionally, the location affords panoramic views of the sea and Dubai’s skyline through floor-to-ceiling glass facades and open-plan layouts.

Of note is the payment plan offered: buyers can pay 40% during construction and the remaining 60% on handover; mortgage financing is available as well. The project is expected to deliver a capital-appreciation of around 6-10% by 2028.

Location: Dubai Maritime City – a strategic choice

Dubai Maritime City positions the development in a waterfront district that is being developed into a cruise and tourism hub. The project is about 15 minutes from both Dubai International Airport and Dubai Mall, adding to its connectivity appeal.

The waterfront context, with yacht berths and promenades, adds a lifestyle element beyond just the unit interiors – the setting becomes part of the value proposition. From an investor and resident point of view, the location complements the design ambition: a seamless blend of sea-breeze living and city access.

Strategic intent: Why the Apparel Group is entering real estate

This is not just a real-estate launch for its own sake. The Apparel Group’s move into property signals a broader diversification strategy. As noted in media coverage, KORA Properties will develop “residential, retail and commercial developments, as well as niche projects for the healthcare and hospitality sectors.”

Under the leadership of Nilesh Ved (Chairman of APPCORP and now of KORA Properties), the new entity draws on the retail group’s legacy of quality, brand experience and customer-centricity. He commented: “With KORA Properties … we are extending our brand’s promise into real estate, promising living spaces that nurture dreams, foster growth, and elevate living.”

In a market context, Dubai’s real-estate sector is on track to reach AED 1 trillion in value under the Dubai Real Estate Sector Strategy 2033. By entering now, Apparel Group via KORA hopes to capture investor demand for premium residences in Dubai.

Value-proposition: What this could mean for buyers & investors

For prospective buyers or investors, IL VENTO presents several noteworthy value drivers:

• Brand credibility: The backing of Apparel Group and APPCORP means there is an established track record behind the venture.
• Premium location: Waterfront living in Dubai Maritime City with views, yacht berths, promenades, and connectivity is compelling for both lifestyle and investment.
• Amenities & design: A strong amenities package paired with high-end design (floor-to-ceiling glazing, open layouts) enhances appeal.
• Flexible payment plan: 40% during construction, 60% on handover reduces upfront risk.
• Investment upside: With projected 6-10% price appreciation by 2028, there is estimated capital growth potential.
• Diversification for buyer: For international buyers looking at Dubai as a home or investment destination, the project blends lifestyle with asset-class benefits.

Challenges & considerations

Of course, no development is without risk or caveats. Prospective buyers should keep in mind:

• Delivery timeline: While the project is launched, actual handover timelines, construction quality, and project management will matter.
• Market volatility: Real-estate markets can fluctuate, and the targeted 6-10% appreciation is a projection, not a guarantee.
• Service charges & ongoing costs: Beyond purchase price, maintenance, service charges, and community fees can impact total cost of ownership.
• Regulatory & financing factors: While mortgage financing is available, buyers (especially international) should check eligibility, financing terms, taxes or fees.
• Comparative supply: Dubai has a multitude of new residential launches; buyers should compare IL VENTO’s offering with other waterfront / premium towers for value-for-money.

Why this matters for Dubai’s property market

From a broader viewpoint, the launch of IL VENTO via KORA Properties is indicative of a few macro trends in Dubai:

• Diversification of developer base: Retail and lifestyle companies are entering the development sphere, signalling new entrants and fresh competition in real estate.
• Brand to real estate pivot: The Apparel Group’s shift from retail into property mirrors a growing pattern where lifestyle brands extend into living spaces.
• Focus on premium / luxury segments: With amenities and waterfront locale, the project underlines that premium residential remains a growth segment in Dubai-market.
• Investor interest in Dubai: Demand from global/international investors continues, and product launches like this cater to that demand.
• Waterfront & mixed-use location appeal: The choice of Dubai Maritime City emphasises the premium placed on waterfront living, connectivity and community lifestyle.

Final thoughts

IL VENTO by KORA Properties presents a strong example of how a large retail-lifestyle organisation is re-imagining its brand identity inside bricks and mortar: not just selling clothes or accessories, but selling a home, a community and a lifestyle. The launch comes at a time when Dubai is reinforcing its position as a global living and investment destination.

For buyers and investors, the project offers a combination of luxury design, strong brand backing and favourable payment terms. But it’s also essential to do the work: review the floor plans, understand handover date, check service charges, and compare with alternative options.

In many ways, IL VENTO signals more than just a building—it symbolises the next phase of the Apparel Group’s evolution, opening a new frontier: from retail into real-estate. If they deliver on promises, residents may well enjoy not just a new address, but a fresh way of living.