Add a touch of Thai to your home

With many of us tightening our belts and with less money to spend on leisure activities and dining out, enjoying time at home is becoming more and more important. With this in mind many people are making their living environment a more relaxing, and stylish, place to live.

Now that style can be created without breaking the bank, with the opening of Index Living Mall – Asia's largest home retail chain – in Dubai.

Situated on the lower ground floor of The Dubai Mall, the store offers a one stop shopping concept selling everything from modern fitted kitchens, furniture and fabrics to rugs, picture frames, cutlery, glassware and unique Asian-influenced accessories, all of which are made in Thailand.

The Dubai store is the first outside Thailand and Retail is Detail – the company behind the franchise – plans to use the branch as a springboard to launch its Middle East expansion.

Sanveer Gill, Director of Operations and Merchandising at Retail is Detail says that despite the economic downturn now is the perfect time to open. He says: "Generally people tend to spend more time in their homes during a downturn – meaning many take this opportunity to do up their house, whether it's adding a new piece of furniture, a lick of paint or a few accessories. And with our competitive prices we believe we will do very well in this market.

"We went into this when things were better economically than they are now, but like any business venture you must see it as a long-term project and that is what we are in it for. Our partnership with the brand is something we will continue to invest in for many years. Also, a recession is actually a good time to launch a business because start up costs are low as is rental space, and to be honest I have not seen a downturn in consumer spend people are still coming to the mall and this will increase over Eid and in the coming months."

Index Living Mall is the brainchild of Pisit Patamasatayasonthi who fou-nded the first store in Bangkok in 2002. To-day, the company has eight branches in Bangkok and nine elsewhere in Thailand. There are plans for seven stores in India in five years and six outlets in Indonesia.

Patamasatayasonthi, who attended the opening of the Dubai store, believes the Emirates is a great place to do business. He says: "When we were looking to expand into the Middle East Dubai seemed like the best place to start. The Dubai Mall is one of the biggest and most exciting new shopping experiences and we are thrilled to be a part of it.

"We also had the complete package when it came to franchising and Retail is Detail gave us this great opportunity. We are definitely looking to expand in the region, but will also look at the demand of the market."

Gill agrees, believing that location is key. "We want to expand across the UAE and the GCC, with plans for an Abu Dhabi store already underway and when the right locations come up, we will continue to open more."

Although it is difficult for Gill to predict business turnover there are break-even targets, which he expects to meet.

"Dubai is the ideal place for the company's first store. The Dubai Mall is a fantastic retail space and although there is competition we feel Index Living Mall will fit in well," he says.

"The Middle East is a competitive market, but each outlet has its own unique selling point."

Gill, 25, has been working with the family business since finishing college three years ago, but says he has been in the business world "since I was born". Although he has managed restaurants before, this is his first foray into the interiors industry.

The 50,000sq ft store draws parallels with Ikea. The prices, which range from Dh2 for a table mat to Dh6 for a set of glasses, rising to between Dh3,000 and Dh6,000 for sofas are similar to the Swedish retail giant and everything from the flat pack concept to the quirky gifts are likely to have consumers making comparisons.

But Gill believes that although this is inevitable, there are many reasons why shoppers will choose Index Living Mall.

"There are similarities between us and stores such as Ikea, but at the same time we are also different and offer services not available elsewhere such as interior design consultancy and a specialist sleep clinic that enables customers to get the perfect mattress for them."

As well as home wear, Index Living Mall also offers office solutions and has already had commissions from local companies.

As well as Index Living Mall, Retail is Detail, which has recently entered the Middle Eastern market, has also opened 'iwannagohome!' and will soon be launching luxury home store Ethan Allen .

"Our aim is to bring new and exciting brands to the retail industry. Index Living Mall is our third venture and promises a new dimension to the home retail market," adds Gill.

 

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