The Home launches its first store


December 26, 2017 | By RetailME Bureau

UAE-based Royal Furniture opened its first new home & housewares concept store The Home in Dubai on December 12, with plans to open five large-format stores in phases.

This 100,000 sqft store, spread over three levels, located on the Umm Suqeim Road in Dubai’s Al Barsha, was inaugurated by Sheikh Dr Majid Saeed Rashed Al Nuaimi, member of the Ajman ruling family, Sheikh Jamal Qassim Sultan Al Banna, CEO, Sultan Group Investment, Sugathan Janardhanan, chairman and managing director, Royal Furniture and Sulin Sugathan, director, Royal Group.

The Home seeks to offer its customers a brand new furniture and home accessories experience, as well as fresh ideas and displays to match the distinct lifestyle requirements of the Middle East. Customers will be able to pick curated pieces from across the world for their living spaces.

“We pleased to announce the launch of our new brand – The Home in the region. The brand is designed to be the ultimate destination for modern and contemporary furniture, specially crafted for the Middle Eastern cosmopolitan tastes and preferences. Customers can also benefit from additional offerings which we have tried to integrate into this concept store,” says Sugathan.

“Over 40% of the brand’s bedding products and sofa sets will be produced in our factory in the UAE and will help reduce the country’s dependence on imports,” he adds.

With various levels, mirroring actual living spaces, the store not only hosts a wide assortment of home furniture and accessories, but also has a great environment, which is designed to be hassle-free and make customers feel at ease.

Level one is dedicated to kitchenware, homeware, outdoor furniture, lighting solutions and home accessories, with a valet service to ensure ease of parking for customers.

Level two houses curated inspiration zones and solutions for bedrooms, living rooms and dining spaces. The Home allows customers to optimise their living spaces and allow them more freedom in choices.

Level three has a Man Cave setup, which offers thoughtful items for men, women and children looking to furnish their personal spaces. This level also has a ladies room, a mother’s room, a play area designated for children and a design studio.

“We are proud to take our expertise in furniture and furnishings to the next level and expand our ventures in the region with the launch of ‘The Home’. We plan to introduce many more standalone stores in the region by 2020 and continue to offer on-trend, custom-made and branded furniture,” adds Janardhanan.

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