Sedar Global: 134 Years of Crafting Spaces, Now Reimagining the Future

In a market where homes and commercial spaces are becoming sharper expressions of identity, comfort, and lifestyle, Sedar Global continues to prove that longevity belongs to brands that evolve with the customer.

Founded in 1892, the company has grown from a family business into one of the Middle East’s most established names in window treatments, wall décor, soft furnishings, and integrated interior solutions. Today, Sedar Global operates across 11 countries with more than 30 showrooms, serving residential, hospitality, government, and large-scale commercial clients across the region.

“Founded in 1892, Sedar Global has grown from a family business into one of the region’s leading names in window treatments, soft furnishings, and wall décor,” says Rami Selo, CEO of Sedar Global. “While the scale has changed, the thinking behind it hasn’t. There has always been a strong focus on how people live and how spaces should feel.”

Beyond Curtains: Building Complete Living Environments
What began as a specialist window décor business has steadily expanded into a broader lifestyle and interiors proposition. Sedar’s offering today includes curtains, blinds, wallpapers, upholstery, pergolas, awnings, folding doors, and home automation systems.

“It wasn’t about adding more for the sake of it,” says Selo. “It was about responding to how spaces are evolving, more fluid, more personalised, and more connected.”

That philosophy has helped the company stay relevant as homes become smarter, outdoor living gains importance, and consumers seek more seamless design solutions.

Luxury Partnerships, Regional Trust
Sedar Global’s portfolio combines in-house collections with collaborations featuring global names such as Armani/Casa, Versace Home, Missoni Home, Roberto Cavalli Home, Swarovski, Somfy, and The Metropolitan Museum of Art. The result is a business that balances international aspirations with local trust, a combination that is increasingly valuable in today’s regional market.

A More Selective Consumer Emerges
As economic caution shapes spending patterns, Selo believes demand has not disappeared; it has matured. “In periods of uncertainty, the market doesn’t stop; it becomes more selective,” he says. “We tend to see fewer, but more considered projects, with people taking more time to research and feel confident in their decisions.”

He adds that consumers are placing greater emphasis on lasting value. “It’s less about price and more about quality, longevity, and whether something will still feel relevant over time.” This shift is especially visible among younger audiences, who are digitally fluent, visually driven, and globally inspired. “They respond to storytelling and personalisation, and expect design to feel accessible without losing its value,” says Selo.

Digital Inspires, Physical Converts
For a made-to-measure interiors brand, e-commerce alone cannot replace physical retail. Sedar instead sees both channels working in tandem.
“We don’t see it as one replacing the other,” says Selo. “Online has become the starting point, where people discover, explore, and shortlist. But in our category, the physical experience is still essential.” To bridge that gap, Sedar has invested in VR tools and in-home consultation services, helping customers visualise finished spaces before making decisions. “So it’s really about the two working together rather than competing,” he adds.

Service as a Competitive Edge
Asked what differentiates Sedar in a crowded market, Selo points not to product but to process first. “For us, it’s the ability to offer a complete experience, from design and manufacturing to installation, while still keeping it personal,” he says. “We’re able to operate at scale, but without losing that tailored approach.” That customer-first mindset is central to the company’s long-standing “golden service” promise.

The Next Chapter
Looking to 2026 and beyond, Sedar Global is preparing for its next evolution through more immersive retail concepts and stronger integration between digital and physical touchpoints. “We’re exploring a new style of store within the region, an immersive, more exploratory space that allows customers to engage with materials, layouts, and possibilities in a more intuitive way,” says Selo. “It’s about creating an environment where people can fully understand the process and feel part of it.” After more than a century in business, Sedar Global’s formula remains surprisingly modern: stay relevant, stay personal, and keep designing around how people truly live.