‘Homeworks’ for Al-Futtaim

We’re happy to announce our appointment by Al-Futtaim to create ‘Homeworks’ – a new international home improvement brand and concept.

With a growing interest in DIY and home improvement, a higher disposable income within an increasing middle class and a demand for a more organised Western retail model, the time was ripe for Al-Futtaim to develop a primary home improvement brand in the MENA region.

Al-Futtaim entered the retail sector with the introduction of the IKEA and ACE franchises to the UAE in 1991. Over the years, the group has steadily increased its portfolio to represent over 90 fashion, electronics, home, lifestyle, toys and multi-brand retail concepts, and has holistically expanded its presence throughout the GCC, Egypt and the Levant, and into South East Asia.

We have begun work, defining the store experience, creating a new brand identity and developing a graphic language for the Homeworks brand, ahead of three planned stores across the MENA Region.

An exciting addition to its extensive portfolio, Al-Futtaim will launch the concept in Jeddah, KSA and Cairo Festival City, Egypt later this year, and follow shortly with stores in Riyadh.