Dubai's billionaire migration boom shows no signs of slowing. The UAE drew more than 6,700 millionaires in 2024 alone — a 49% jump on the previous year — cementing its status as the world's premier destination for ultra-high-net-worth individuals. That relentless influx is giving rise to a new generation of luxury concierge businesses built entirely around the demands of the super-rich.
Firms like Pastor & Co. and its SneakerPlug division are at the vanguard of this trend, expanding their ultra-luxury services in the UAE to cover everything from rare fashion accessories and Patek Philippe watches to private islands and bespoke royal commissions.
Fashion Sourcers Move Into the Market
Pastor & Co. and SneakerPlug represent a new breed of luxury sourcing house: companies that track down and deliver rare, exclusive products spanning sneakers, clothing, watches, jewellery, art, and home décor. Their client roster spans sports stars, chart-topping musicians, and members of global aristocracies.
The firm was founded as SneakerPlug in 2017 by Levi Pastor, then just 13 years old, trading limited-edition sneakers for UK and US music artists. By 2021, the business had been rebranded as Pastor & Co., with Solomon Pastor joining his brother as co-founder and expanding the catalogue into high-end watches, vehicles, private jets, and fine art.
Expanding Luxury Services in Dubai
Recognising the surge of wealthy individuals relocating to the Gulf, Pastor & Co. opened a Dubai office in 2022 — one of three global bases alongside London and Hong Kong. Today, roughly 40% of the company's revenue originates from the Middle East, reflecting how central the UAE has become to its growth strategy.
"The UAE is strategically positioned," said Solomon Pastor. "It has a strong economy, numerous business opportunities, zero income tax, and world-class safety and security."
The company's ambitions in the region now extend well beyond fashion. Pastor & Co. is actively selling ultra-premium real estate to HNWI clients — including private islands complete with yacht docks and helicopter landing pads — and plans to introduce its services into the luxury hospitality sector through concierge partnerships with leading hotel residences.
Clients, Partnerships, and Growth
The company's celebrated client list includes English football icon David Beckham, American rapper Gunna, and UK hip-hop acts D Block Europe and Migos. Negotiations are also reportedly underway to formally onboard members of several Middle Eastern royal families.
SneakerPlug's partnership with global luxury e-tailer Farfetch proved transformative. Within 18 months, the division had become one of Farfetch's primary suppliers, recognised for its unmatched ability to authenticate rare luxury items. The company has since struck a further deal with Dubai-based luxury retailer Ounass to serve high-spending GCC clientele.
Meeting the Most Unusual Demands
Pastor & Co. prides itself on fulfilling requests that other firms simply turn away. The company has sourced swans and flamingos for a Gulf royal family's private garden and arranged a private island in the Seychelles for a client based in the UAE. (The firm did decline one notable request to supply elephants, citing ethical concerns.)
The Middle East luxury e-commerce market — valued at $16 billion in 2023 — is projected to more than double to $37 billion by 2030, a trajectory that validates the commercial logic behind this kind of ultra-personalised service.
A One-Stop Luxury Store for the Global Elite
The long-term vision for Pastor & Co. is to become the definitive single destination for rare and exclusive goods, serving private clients across the Middle East and beyond. Having already planted flags in the US and Hong Kong, the company's UAE expansion is a natural centrepiece of that global play — one timed precisely to capitalise on Dubai's extraordinary billionaire migration boom.
