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Dipti Nair
Doha
Saudi furniture brand, aura, opened the first international store at Doha Festival City. The brand, which is known for modern and contemporary designs with Arabic aesthetics, provides affordable furniture suitable to a wide range of tastes.
Besides the newly opened store, enaugurated by Sheikh Hassan bin Khaled bin Hassan al Thani, aura has two stores in Saudi Arabia and is planning to expand further in the Middle East.
Aura General Manager Chris Naylor said that Qatar offers a very attractive business environment and hopes to attract a different range of customers here.
"In Saudi Arabia, we mostly target the local community," said Naylor."But the Qatar market is different with a mixed clientele, so we have to wait and see what types of customers we attract. What makes aura different from other furniture brands is quality and affordable prices that enable everybody to purchase our products and enjoy the variety we offer."
Aura Marketing Manager Tala Chehade said,"We follow international fashion trends when it comes to designing our furniture. For example, if you see green or blue in fashion in a particular season, you will find those same colours in our products as well. Our furniture is unique, we source the materials from 35 countries around the globe and it is then made to our specifications."
Aura has three defined areas in its store living, dining and bedroom section, where the furniture is displayed along with accessories and soft furnishings that go with it. This encourages buyers to invest in a whole look instead of just a piece of furniture.
Aura also has an 'Iconic' collection that features traditional Middle Eastern items such as Arabian coffee cups and trays that are designed with a modern twist.
The other collections in store are the Folio collection inspired by nature, the gold-themed Modern Classic collection, the contemporary Oriental collection and the new Malibu outdoor-furniture collection.
