Poltrona Frau strengthens in the Middle East. New showcase in Riyadh

Polrona Frau continues its international expansion and bets on the Middle East, one of the most promising areas, especially in the contract sector, where numerous projects are already underway.

Now comes the first single-brand store of the historic Tolentino company, inaugurated at the end of May in Riyadh and realised in collaboration with Majid Al Futtaim, the same partner with which Poltrona Frau is present in Dubai. "After three important openings this year in Asia, in Kuala Lumpur and Bangkok, and in South America in Sao Paulo, we are now looking to the Middle East as a key area for our future growth," explains the furniture group's CEO, Nicola Coropulis. The new single-brand store in Riyadh allows us to strengthen our presence in a region that is increasingly receptive to our values and represents not only a growth opportunity for our residential business, but also a precious chance to intercept the growing demand in the contract world".

Through its Custom Interiors business unit, Poltrona Frau develops customised solutions for high-end projects in the hospitality, public space and corporate sectors.

The collaboration with Majid Al Futtaim, which began in 2023, has played a central role in Poltrona Frau's expansion in the Middle East, say the Marche-based company: "More than a commercial alliance, it is a strategic synergy, capable of generating an authentic dialogue with the territory. A relationship that, over time, has contributed not only to business growth, but also to the strengthening of brand awareness in a dynamic region receptive to Italian design.

The new shop covers an area of 320 square metres and was designed according to a retail concept developed by Amdl Circle, the studio led by architect Michele de Lucchi, the same model first introduced in 2023 and already implemented in the Dubai store.