PF Emirates brings Italian flair

PF Emirates, which is a venture between Abu Dhabi-based Mubadala Development Company and Poltrona Frau Group, sells luxury Italian furniture brands Cassina, Cappellini, as well as Poltrona Frau.

The Poltrona Frau Group has a 20 per cent share in the global premium market, according to its CEO, Dario Rinero.

PF Emirates’ first flagship store in the UAE opened in Abu Dhabi, where it worked on a number of prestigious projects, including Etihad Airways’ lounges and first-class suites, as well as Ferrari World and Yas Marina Circuit.

“Our move to Dubai is natural. We are in a location that is dynamic and consistent with our image,” said Firas Alsalih, PF Emirates’ CEO.

Reflecting the market potential in the UAE, Rinero said: “the market for premium designs in Dubai is expanding.”

Unlike the flagship store in Abu Dhabi, which targets an institutional market, the Dubai store will target the residential market and the lifestyle sector, Alsalih said.

It is divided into three areas showcasing the designs of the three brands. While walking down the store, the customer steps into different atmospheres as each brand has a distinguishable style.

Poltrona Frau’s style is a blend of classic and contemporary. Some of its products on show include a classic brown leather couch, coupled with a contemporary square shaped coffee table.

Additionally, Cappelini’s designs are creative and artistic, while Cassina’s are minimalist and contemporary.

When asked about charging high prices on Poltrona Frau’s products, Rinero said: “The products are premium in design, but not in pricing. They are affordable luxury products that can be bought by a lot of people.”

He added that many customers in the GCC appreciate quality designs, and base off their purchases more on quality than price. “Taste for quality products in the Gulf is strong.”

While PF Emirates supplies to hotels, yachts, to name a few, the segment most in demand is offices, according to Alsalih.

“The Majlis is a popular concept. Here, no CEO or manager will have an office without a Majlis ,” he said.

The Majlis, an Arabic word for ‘place of sitting’, is a popular place for social gatherings in the GCC. Normally, the Majlis has a traditional Arab design, but it is starting to emerge with a few modern twists that also reflect Western culture.

“Young Emaratis value their culture, but they have contemporary views,” Alsalih said.

In Abu Dhabi, 60 per cent of the retailer’s customers are Emiratis, while 40 per cent are expats, according to Alsalih. He expects that in Dubai Emiratis will account for 40 per cent and expats will make up 60 per cent because of the city’s high expat population.

“Business has been stable for PF Emirates, which “has seen consistent growth year-on year” said Alsalih, without disclosing any sales figures.

The retailer currently plans to keep growing in the UAE, with no plans to expand internationally.

“We have a mandate to add value in the UAE; to develop art, culture and lifestyle in the country,” said Alsalih.

— Sarah Algethami is a trainee at Gulf News