For many, Nigeria’s economic and infrastructural challenges are reasons to look elsewhere. But for Ugbede Attah, entrepreneur and Chief Executive Officer of DEATTAH Group, they are the very reasons to stay, invest, and build.
Armed with a Master’s degree in Political Psychology from Bournemouth University in the UK, Attah returned to Nigeria determined to create businesses that meet real needs. Today, he oversees a thriving portfolio that includes Berlin Hotels and Lounge, Circles Restaurant and Fast Food, and Rubytag Properties Limited.
“My studies helped me appreciate the complexity of human interactions. In business, understanding your customer is as important as managing operations,” Attah said.
Spotting Gaps, Creating Solutions
Instead of chasing saturated markets, Attah focused on underserved sectors. He noticed unmet demand in hospitality and real estate in Abuja—spaces where quality and accessibility rarely met.
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Berlin Hotels and Lounge was his first venture, designed to be more than a place to stay. “From the beginning, the idea was to provide a place where people feel welcome. It’s about the experience, not just the rooms.”
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Circles Restaurant and Fast Food soon followed, combining trust in service with a menu that spans local and continental cuisines.
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Rubytag Properties Limited expanded his reach into real estate, with a focus on designs and locations tailored to residents’ real needs.
Navigating the Tough Terrain
Running businesses in Nigeria has never been straightforward. Power instability, regulatory hurdles, and economic volatility are part of the daily reality. But Attah views these difficulties as part of the entrepreneurial process.
“Success doesn’t come automatically; it comes from navigating challenges thoughtfully. Flexibility and careful planning make the difference.”
This mindset has shaped his long-term philosophy: avoid quick wins, build with consistency, and execute with precision.
Building for the Future
Attah’s leadership goes beyond profits. He pushes his teams to embrace sustainability and long-term systems rather than reacting impulsively to trends. For him, real entrepreneurship means turning obstacles into opportunities while keeping strategy at the center.
“Observe the environment, understand your customers, and commit to consistent improvement. A good idea is never enough—execution is what separates businesses that thrive from those that don’t.”
Looking ahead, Attah is focused on expanding his ventures while staying adaptable to Nigeria’s shifting economic landscape. His outlook is clear:
“Nigeria presents challenges, yes, but it also presents opportunities. You just have to be willing to work hard, plan strategically, and remain committed. That’s how you turn ideas into sustainable businesses.”
