Conceptualised in the UAE in 1998, the business fills a niche within the market. Sourced from over 20 countries on four continents, Vakil says the success of the brand is his understanding of the trends and likes and dislikes of his customers.

He describes the brand now as “a leader in home and lifestyle fashion”. “The company has not changed in recent years, but has remained in sync with the changing environment,” he said.

Established in 1997, the company has ambitious plans for further international growth, including new stores in Islamabad, Pakistan, Doha, Qatar, Cairo and 2,800 metre-square flagship stores in Jeddah and Riyadh.