Gratuso Group announces strategic collaboration with Softowell to strengthen global expansion

Gratuso Group has formed a strategic association with digital solutions company Softowell as part of its continued efforts to further enhance its global presence and simplify operations in key luxury markets. The partnership will help strengthen the group's growth by adapting next-generation digital infrastructure within its services to enable smoother client interactions and backend functionalities.

Established in 2024 and based in Dubai, Gratuso Group has emerged in the ultra-luxury market, aiming at a niche clientele through high-end lifestyle management services, yacht sales, and limited-edition real estate.

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“Gratuso is a dream that began in Australia and is now being realised in Dubai. Every experience we offer reflects the challenges, sacrifices, and constant pursuit of greatness that characterise us,” said Wassim Elassaad, founder and CEO of the Gratuso Group.

Gratuso's main products are customised lifestyle solutions including private concierge support, access to special events, and worldwide travel planning. While Gratuso Real Estate is ready to introduce its first line of architecturally unique homes in Dubai's premium neighbourhoods in 2025, Platinum Boats, its yacht division, concentrates on subtly luxurious yacht resale.

The partnership with Softowell is slated to be at the supporting side of this international expansion, through the introduction of real-time concierge request handling tools, safe client information, and electronic portfolios of property. These technological additions are viewed as critical in holding high standards in service while penetrating the global arena. With heightening client expectation and need for quick responsiveness, the group envisions digitalization as key in its growth focus.

"We think this alliance will help Gratuso to provide luxury services with even more speed and accuracy," said Hisham Saalim, founder and CEO of Softowell. "Together, we are creating systems that give experience top priority along with efficiency."

Although the group has already achieved success in markets in Europe and Asia, the additional technological infrastructure is intended to create greater consistency and personalisation of its services. Over the past few months, Gratuso has also begun building foundations for a centralised system to facilitate cross-border client management, something achievable due to this partnership.

With a strategy of training and service expansion to keep pace with growing demand, Gratuso Group has stated it intends to double in size by the end of 2025. The company claims that its approach is based on long-term relationships, confidentiality, and tailored solutions depending on the client rather than on transactional drive.

The collaboration comes at a time when luxury service providers globally are turning to technology to remain competitive. For Gratuso, the partnership with Softowell is seen as a step toward future readiness while staying aligned with its focus on privacy and personalised experiences.

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