Kartell’s Dubai Expansion: Blending Design, Innovation, and Global Appeal

In an exclusive interview with Lorenza Luti, Marketing & Retail Director of Kartell Dubai, IMAGES RetailME explores the brand’s strategic expansion in the UAE, its unique product offerings, and its commitment to sustainability and innovation. As a global icon in design, Kartell continues to push boundaries, embracing omnichannel strategies and catering to a diverse, cosmopolitan clientele in the region. Here are the highlights of the conversation:

Dubai: The Heart of Kartell’s Gulf Strategy

Kartell has identified the United Arab Emirates, particularly Dubai, as a critical market for its growth in the Gulf region. Lorenza Luti shares, “Dubai has been an important market for us for a long time, but now we are implementing a real project. We will have three stores within two years, complemented by our e-commerce platform and contract business. Our goal is to bring Kartell’s identity and products to the region, not only in Dubai but across the United Arab Emirates.”

Currently, Kartell operates flagship stores in Dubai Mall Za’abeel and Dubai Hills, with plans to open a third store in Nakheel Mall next year. The ample spaces in these stores allow the brand to showcase its comprehensive range of products, from lighting and upholstery to gifts and accessories, catering to both residential and commercial clients. Kartell is also eyeing Abu Dhabi for further expansion.

A Unique Position Amidst Competition

Despite being surrounded by other big design brands, Kartell’s distinct identity sets it apart. “We are a very particular brand,” explains Lorenza. “Kartell blends materials and offers a product range that spans high-end to accessible designs. In some markets, like China, Kartell is viewed as a luxury brand with iconic designs and Italian craftsmanship. However, our industrial production ensures we maintain competitive pricing, making our products suitable for various styles, from contemporary to classic.”

Omnichannel Excellence and Target Audience

Kartell’s omnichannel approach integrates its physical stores, e-commerce, and contract business seamlessly. Lorenza elaborates, “We’re creating an experience similar to Europe’s, ensuring local stock supports e-commerce and large-scale projects. Our products resonate across a wide demographic, from young buyers seeking their first design piece to older generations nostalgic for the brand’s iconic designs from the 1950s.” The primary target audience is aged between 40 and 50, with online sales contributing significantly to reaching younger customers.

Sustainability as a Core Value

Kartell has been committed to sustainability for decades, pioneering eco-conscious design practices. “We work with materials that are beyond sustainable,” says Lorenza. “For instance, we use artificial intelligence to optimize designs, minimizing material usage while enhancing functionality. Our products are designed to last a lifetime, supported by certifications for proper disposal and recycling.” Kartell’s dedication extends beyond materials to include sustainable project management, ensuring every aspect of the business aligns with eco-friendly principles.

Expanding Beyond Dubai

While Dubai remains the hub, Kartell is exploring opportunities in Saudi Arabia and beyond. “We are very interested in Saudi Arabia,” Lorenza reveals. “We need to find the right location and timing. We’re already present in Qatar, Kuwait, and Lebanon, but Riyadh’s potential for a more significant presence is promising.”

With its rich heritage, innovative approach, and unwavering commitment to sustainability, Kartell is poised to strengthen its presence in the Middle East. By expanding its retail footprint and embracing a cosmopolitan vision, Kartell is not only meeting the region’s demand for high-quality design but also setting new standards in creativity and innovation.