Leading Swedish design firm ORDNING&REDA opens its first Middle Eastern store at DIFC



Dubai presence to influence roll-out across the GCC over next three years

Globally renowned Swedish design firm ORDNING&REDA has opened its first store in the Middle East at the Dubai International Financial Centre (DIFC).

ORDNING&REDA, which means "proper order" in Swedish - is a company that designs, produces and distributes a range of high quality paper, storage products, bags and accessories.

All of its products are designed exclusively for ORDNING&REDA by select designers working in accordance to a single philosophy: Colourful Inspiration and Swedish Design Worldwide.

The global brand operates in 13 countries and counts more than 40 stores - including a store-in-store in Selfridges, London.

Abdulla bin Hamad Bin Sougat, Chief Executive Officer of the DIFC Lifestyle Group, welcomed the Swedish brand to the region and to Dubai. "The DIFC precinct is rapidly emerging as an inspirational lifestyle destination where creativity and elegance, art and culture and refinement and sophistication go hand in hand with the work of wealth creation and assisting global fund flows.

"We are pleased to note that the leading Swedish brand has chosen DIFC as the location for its first store in the Middle East. ORDNING&REDA will add yet another facet to DIFC's vast luxury retail offering. We look forward to supporting, the retail chain in establishing a successful store in DIFC," Bin Sougat added.

ORDNING&REDA already has a huge fan base in the UAE and the region with aficionados picking up the branded products during their travel to Europe and other locations where it is present. The retail chain's second store will open in Ibn Battuta Mall later this month.

Annette Järnefelt, CEO of ORDNING&REDA, said: "We understand that there is a demand for a high quality and well designed products within the Middle East. ORDNING&REDA provides luxury with simplicity, something inherent from our Swedish roots and we are very proud to be able to offer the products and this established brand to the market.

"Our stores not only offer high-end design products, they also encourage interaction and creativity with customers and staff. We are extremely eager to see the reception the store receives, given the already strong fan-base in the UAE," she said.

"We are extremely proud to be bringing the ORDNING&REDA brand to the Middle East," says Lars Narfeldt; master franchiser for ORDNING&REDA in the GCC. "The roll out to the rest of the GCC is planned over the next three years and we are hoping that the impact that we have on the Dubai market will be a key influencer to the rest of the region," he added.

Products launched at the opening of the first ORDNING&REDA store in Dubai will include sequined bags and accessories, reinforcing the festivity of the launch in the Middle East. The store will also carry Student Diaries, with DIFC carrying a large range of corporate products in black, leather and crocodile imitation.

ORDNING&REDA was the first of its kind in the global market - and now after 27 years, is still a unique concept. It offers more than 800 articles in classic Scandinavian design across the globe. The range includes inspiring design products such as diaries, albums, notebooks, bags and accessories - all of them in pure, clean Swedish design in a variety of materials including leather, silk and jersey. ORDNING&REDA use a fixed colour palette throughout their collection and bring in new trends and patterns seasonally with current trends direct from the catwalks.

The ORDNING&REDA design team comprises mostly in-house designers including graduates from the Beckman School of Design in Stockholm. Pia Amsell, one of the design team also designs product for other Swedish brands such as IKEA and Boda Nova.

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