Business & Money | Thursday 25 May, 2017 7:33 am |

Juliarte, the Portugal-based company that sells a unique range of premium and exclusively selected handicrafts, antiques and authentic furniture pieces, announced the opening of its first branch in the Middle East - The House of Treasures at Deerfields Mall in Abu Dhabi. The announcement was made at Index interior design exhibition 2017, which commenced today at the Dubai International Convention and Exhibition Centre.

Established in 1978, Juliarte is one of the world's leading companies in the field of antiques, luxury furniture and home decoration. The company has its presence across the world including branches in Portugal, Spain, France, Germany, Greece, Belgium, Poland and Brazil. Its products are exported to South and North America and East Asia.  

In a bid to make its products more accessible to a wider target audience, Juliarte has ventured with its first branch in the UAE, a regional hub for luxury, tourism and recreational activities in the Middle East and North Africa. Spread across xxx square metres the showroom follows Juliarte’s iconic concept of antiquity and welcomes its guests into a new realm of design, indulgence and individuality where they get to see vintage and modern fuse into an unexpected harmony.

“We are pleased that Juliarte forayed into the Middle East market with its first branch in the UAE. The decision to open this first branch in the UAE was strategic. People in the UAE have a flair for all things lavish and unique. The House of Treasures is made up of the finest antiques and handicrafts that create unique pieces of furniture. Each piece narrates a tale and appeals to customers who have a taste for unique and exclusive designs. In addition a growing population with consistent income and the growth of the industry have been some of the key factors in motivating us to establish this debut branch in the UAE,” said Mr. Hazza Mohammed Al Suwaidi, Executive Director of ‘The House of Treasures’, the branch of the international company Juliarte.

Studies indicate that the size of the furniture market and interior decoration in the Gulf countries exceeded $ 8 billion in 2016, particularly with the luxury furniture segment, due to the increasing number of luxury projects including apartments, villas and resorts. It was noted that growth is concentrated primarily in the UAE market in light of Dubai's preparations to host the Expo 2020, and the increasing evolution of residential, recreational and tourism projects in the country.

“The collection of luxury furniture and furniture is a passion and hobby for many, and we have noticed through the UAE and Gulf market study that many unique and rare collectors always travel to European countries such as Greece and Portugal to find exclusive furniture pieces. With the opening of a branch in this region, we not only aim to bring the world of distinctive décor to their disposal, but also reinforce our presence in the world,” added Al Suwaidi.

“As a company, this might be our first step, but over the next five years we aim to expand our presence in the region with several branches in the UAE and GCC. We will expand horizontally through the opening of new branches in different locations in the country and on the vertical level through introduction and launch of new products which is in line with the company’s vision and global focus,” added Al Suwaidi.

Through its House of Treasures, Juliarte offers a wide range of products made in Portugal and focuses mainly on attracting art enthusiasts, antique collectors and lovers of unique furniture, as well as tourists visiting the country who wish to acquire luxurious souvenirs.

“Following the opening of the first branch in Abu Dhabi, which witnessed a remarkable response from customers and visitors, we wanted to have the official opening of House of Treasures at the Index interior design exhibition. The exhibition serves as a perfect platform to connect with interested individuals, designers and architects. Through Index, we’ve not only been able to showcase our signature collection, but also bring to focus some of our unique collections. The exhibition is a great opportunity to engage with new customers and build relationships with the existing ones,” concluded Al Suwaidi.