Dubai presence to influence roll-out across the GCC over next three years

Dubai, August 17, 2009: Globally renowned Swedish design firm ORDNING&REDA has opened its first store in the Middle East at the Dubai International Financial Centre (DIFC).

ORDNING&REDA, which means 'proper order' in Swedish - is a company that designs, produces and distributes a range of high quality paper, storage products, bags and accessories.

All of its products are designed exclusively for ORDNING&REDA by select designers working in accordance to a single philosophy: Colourful Inspiration and Swedish Design Worldwide.

The global brand operates in 13 countries and counts more than 40 stores - including a store-in-store in Selfridges, London.

Abdulla bin Hamad Bin Sougat, Chief Executive Officer of the DIFC Lifestyle Group, welcomed the Swedish brand to the region and to Dubai. "The DIFC precinct is rapidly emerging as an inspirational lifestyle destination where creativity and elegance, art and culture and refinement and sophistication go hand in hand with the work of wealth creation and assisting global fund flows.

"We are pleased to note that the leading Swedish brand has chosen DIFC as the location for its first store in the Middle East. ORDNING&REDA will add yet another facet to DIFC's vast luxury retail offering. We look forward to supporting, the retail chain in establishing a successful store in DIFC," Bin Sougat added.

ORDNING&REDA already has a huge fan base in the UAE and the region with aficionados picking up the branded products during their travel to Europe and other locations where it is present. The retail chain's second store will open in Ibn Battuta Mall later this month.

Annette Järnefelt, CEO of ORDNING&REDA, said: "We understand that there is a demand for a high quality and well designed products within the Middle East. ORDNING&REDA provides luxury with simplicity, something inherent from our Swedish roots and we are very proud to be able to offer the products and this established brand to the market.

"Our stores not only offer high-end design products, they also encourage interaction and creativity with customers and staff. We are extremely eager to see the reception the store receives, given the already strong fan-base in the UAE," she said.

"We are extremely proud to be bringing the ORDNING&REDA brand to the Middle East," says Lars Narfeldt; master franchiser for ORDNING&REDA in the GCC. "The roll out to the rest of the GCC is planned over the next three years and we are hoping that the impact that we have on the Dubai market will be a key influencer to the rest of the region," he added.

Products launched at the opening of the first ORDNING&REDA store in Dubai will include sequined bags and accessories, reinforcing the festivity of the launch in the Middle East. The store will also carry Student Diaries, with DIFC carrying a large range of corporate products in black, leather and crocodile imitation.

ORDNING&REDA was the first of its kind in the global market - and now after 27 years, is still a unique concept. It offers more than 800 articles in classic Scandinavian design across the globe. The range includes inspiring design products such as diaries, albums, notebooks, bags and accessories - all of them in pure, clean Swedish design in a variety of materials including leather, silk and jersey. ORDNING&REDA use a fixed colour palette throughout their collection and bring in new trends and patterns seasonally with current trends direct from the catwalks.

The ORDNING&REDA design team comprises mostly in-house designers including graduates from the Beckman School of Design in Stockholm. Pia Amsell, one of the design team also designs product for other Swedish brands such as IKEA and Boda Nova.

-Ends-

About the DIFC Lifestyle Group
The DIFC Lifestyle Group, a division of DIFC Investments, the investment arm of the Dubai International Financial Centre (DIFC), designs, leases and manages premium retail developments that offer distinctive lifestyle experiences. The Group has created a high-end lifestyle sanctuary, within the thriving DIFC community, for people who seek the finer things in life. An impeccable mix of luxury retail and fashion, premium F&B, fine art and culture, combined with iconic architecture makes DIFC one of the region's most unique retail environments.  The centrepiece of the DIFC Lifestyle Group's fashion offerings is Villa Moda, a unique multi-brand luxury fashion store chain. Global labels like Marni, Dries Van Noten, Vivienne Westwood, Nina Ricci, Issey Miyake and Tsumori Chisato have established boutiques in DIFC under the umbrella of Villa Moda. The DIFC Lifestyle Group has also brought famed luxury brands like De Beers, Links of London, Porsche Design, Andrew Martin and The Rug Company; and the region's largest luxury retailers like Bin Hendi, Damas and Rivoli to the financial district. Art and cultural offerings enrich the lifestyle experience within DIFC. Galleries established under the umbrella of the DIFC Lifestyle Group, including Art Space, Cuadro , Empty Quarter, Farjam Collection , and Opera hold regular exhibitions of global and regional art. The DIFC Lifestyle Group has also attracted some of the world's most innovative and unique restaurants and cafes, like the multi award-winning Zuma and the historic Venetian coffee house, Florian, to DIFC. Over 25 restaurants serve a wide choice of international cuisines in the financial district.                      

About ORDNING&REDA
ORDNING&REDA is a Swedish company that designs produces and distributes a wide range of high quality paper and storage products. ORDNING&REDA has established business across much of the world, with 38 independent shops in 13 countries. Over 800 articles in classic Scandinavian design can be found in the inspiring shops. Since ORDNING&REDA opened its first shop in Stockholm in 1982, the brand has grown and developed a well-established reputation. ORDNING&REDA is owned by the Danish Bodum Group. www.ordning-reda.com

Media enquiries:
Shaima Al Zarouni
Assistant PR Manager
Dubai International Financial Centre
Tel: +971 4 362 2432
E-mail: shaima.alzarouni@difc.ae

Iman Ahmad
Regional Media Relations Manager
Dubai International Financial Centre
Tel: +971 50 2058021
E-mail: iman.ahmad@difc.ae

Nova Ghadri
Media Executive
Dubai International Financial Centre
Tel: +971 4 362 2499
E-mail: nova.ghadri@difc.ae                          

Media enquiries:
Kiera Purdue
StickyGinger PR
Tel:  +971 50 34 33 275

Lucy Freeman
StickyGinger PR
Tel: +971 50 95 32 344

© Press Release 2009