Page 33 - UP PR REPORT - AUGUST 2025

8/8/25, 9:20 AM ServeU Acquires House Keeping Domestic Workers for AED 100 Million
this latest acquisition, ServeU aims to tap into a growing market demand
for domestic workers and housekeeping services, a sector that has seen

increasing demand in urban centres across the UAE.

The domestic workforce industry, which includes services like

housekeeping, maid services, and other home maintenance functions, has
been evolving rapidly, especially as the number of expatriates and high-

net-worth individuals increases in the region. With this shift in
demographics, the need for qualified domestic workers and

housekeeping services has surged. ServeU’s acquisition of House Keeping
aims to meet this demand by consolidating and expanding its service

offerings in this niche market.

RAKEZ

Ras Al

Khaima…

House Keeping, a well-known name in the UAE, has built a solid

reputation for providing reliable and professional domestic services,
making the acquisition a strategic fit for ServeU. By incorporating House
Keeping’s portfolio, ServeU not only broadens its service range but also

gains access to a loyal customer base, which is expected to contribute
significantly to future growth.

The deal is also seen as an effort by ServeU to enhance its competitive

edge in an industry where customer satisfaction and brand trust are key
differentiators. The UAE’s competitive labour market, particularly in

domestic services, has placed an emphasis on quality assurance and
customer reliability, areas where House Keeping has established itself as a

leader.

Following the completion of the deal, House Keeping will continue to

operate under its well-known brand, but under ServeU’s full ownership.
This approach allows the brand to maintain its identity, which has

garnered trust from its customers over the years. The integration under
ServeU’s larger umbrella also allows for the sharing of resources and

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