Lifetime Kidsrooms opens in Mercato mall

RetailME Bureau

Danish eco-friendly luxury children’s furniture brand, Lifetime Kidsrooms has opened its new flagship store at Mercato mall in Dubai. The inauguration ceremony was attended by the Danish Ambassador, Franz-Michael Skjold Mellbin.

With over four decades of manufacturing high-quality children’s furniture, and over 400 stores worldwide, the brand is making a new home in Dubai with quality, sustainability and eco-friendliness are at the forefront.

“Our products have always been about longevity, and are specifically designed to not only grow with your child through our adaptable bed system design, but are also sustainably sourced, completely organic and contain no chemicals. Our bed systems are innovative and flexible so they can adapt to every need from toddler stage through to teenage years. We really believe in developing long-term relationships with our clients and designing products that fulfill their needs for decades to come – both environmentally and practically. We identified the need for such a solution here in the UAE and really felt it was the right time to introduce a brand store,” says Lifetime Kidsrooms marketing advisor, Prodromos Antzoulis.

“We were incredibly honoured to have FranzMichael Skjold Mellbin attend the opening of our first store in the UAE. It’s wonderful to have the support of the Danish Embassy here for our grand opening and it really validates what we’ve been doing as a brand for the past 40-plus years – looking at the world through children’s eyes, understanding their interests and giving them an imaginative universe for them to play, learn and thrive-in while also giving incredible value and eco-friendly solutions to parents. It’s one of the reasons that we ensure all of our products exceed international standards and are all tested by TUV in Germany to ensure they meet the EU standards of EN-747. Safety and sustainability are our watchwords,” he adds.

Being environmentally conscious has long been a foundational principal to the Lifetime Kidsrooms brand, which only uses specially selected, sustainable pine wood and eco-friendly, water-based varnished and stains and come with a five year guarantee. The brand has also expanded into textiles and support products – wholly focusing on sustainability, eco-friendliness, handcrafted and adaptable furniture solutions for toddlers to teenagers.

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