Home Integrator
Designing with Intention
Exclusive interview with the CEO of Home Box, Mr. Ajay Antal, on space-smart living, home-proud, and value that lasts in the modern Middle East.
Home Box has rapidly expanded across the GCC market to become 3rd largest home retailer. What core principles have driven this growth, and how do you maintain consistency across diverse markets?
What truly makes a house feel like home? In my opinion, the answer was never just furniture or decor. It was — and remains — about freedom, function, and the emotional fabric of living well. “Our journey is rooted in one profound belief: that every home, no matter the budget, deserves to be a sanctuary of beauty, functionality, and personal pride.” Home Box has been built on the foundation of stylish, smart, value-driven living for all. Yes, we are a go-to for modern apartments, but we’re equally relevant for families upgrading to larger villas, professionals curating home offices, or entrepreneurs setting up Airbnb spaces.
From space-saving essentials to expansive collections for living rooms, bedrooms, kitchens, bathrooms, and even gardens, our assortment is curated to inspire. Whether you’re looking for a minimalist Scandinavian vibe, a modern Majlis-inspired sofa, or smart storage solutions, Home Box provides aspirational style at honest prices. Our regional consistency comes from listening deeply to each market — adapting assortments, price ladders, and instore experiences, while keeping our brand promise universal: affordable style, without promotional gimmicks, 365 days a year.
Your leadership has been crucial in positioning Home Box as a go-to destination for affordable home solutions. How do you balance cost-effectiveness with design innovation and material quality?
We start by throwing away the trade-off. In traditional retail, there’s this outdated assumption: you can either have good design, or a good price. We don’t believe in “either-or.” We ask – why not both? 70% of our collections are designed in-house or in exclusive collaboration with trusted global partners. This gives us control over design, materials, and — importantly — costs. But we never cut corners where it matters. We are in the value segment, yes, but value doesn’t mean compromise. It means clarity. Our storage-rich bedroom sets, genuine marble and sintered stone dining ranges, and water-resistant collections reflect thoughtful value engineering. Products come with warranties of 2 to 10 years, ensuring customers feel secure in their choices.
For short-term rentals or Airbnb hosts, we offer on-trend, high-utility furniture at multiple price points, making Home Box the go-to destination for setting up stylish spaces efficiently. Home Box offers a wide range of mattresses designed to suit different body types and sleep preferences, all backed by warranties ranging from 5 to 15 years. It’s part of our commitment to customers. Better Sleep-Smarter Prices
“We believe in intelligent designs: furniture that bends, flexes, and works harder, like a hydraulic lift-up storage bed or a compact sofa that transforms your living room without overwhelming it.
Ultimately, design isn’t about luxury labels — it’s about life-enhancing solutions. That’s where affordability and aspiration meet.”
Space is fast becoming the new luxury. How is Home Box redefining the concept of ‘smart living spaces’ to meet the demands of modern, space-constrained urban homes?
This is a subject close to my heart, because I’ve lived it. When I moved to Dubai years ago, I remember struggling to fit dreams into rented square feet. I had a foldable dining table, a shoe rack that doubled up as a side table, and cushions that worked harder than furniture. That experience never left me.
Today, as cities grow taller and lives get busier, we are seeing a generational shift. Our customer doesn’t want more—they want meaningful. And that’s exactly where Home Box steps in. Today, many of our customers face similar realities. Urban homes are shrinking, but aspirations aren’t.
That’s why we’ve championed the ‘Compact Living’ movement — offering everything from foldable dining tables, stackable chairs, hidden storage sofas, to kitchen and garden organisers.
In select stores, we’ve created experience zones that simulate 25 sqm apartments — inspiring customers to live large in small spaces. We’re also seeing rising demand for multi-functional homeware — modular shelving, decorative yet practical storage, and space-saving kitchenware. For us, it’s not about selling products. “It’s about selling possibilities of decluttered, meaningful, and joyful living.”
Home Box’s rapid growth in e-commerce, including becoming the highest searched home brand on marketplace, marks significant milestones. How do these developments reflect the brand’s commitment to changing customer behaviour and growth?
Digital has always been part of our DNA — but today, it’s at the heart of how our customers discover, engage, and decide. Becoming UAE’s most-searched home brand on the marketplace reflects two things:
- Our agility in meeting modern shopping habits — convenience, speed, and seamless omnichannel experiences.
- The trust customers place in us for delivering style and value online.
But it’s not just about transactions — it’s about trust. We’ve invested in rich content, express deliveries, flexible payments, world-class after-sales service and prominent digital-first launches. For compact-home dwellers, busy families, and younger audiences, we’re often their first stop — virtually. That’s why we continue to enhance mobile-first experiences, digital partnerships, and hyper-personalised recommendations. Our strategy is simple: be where the customer is. Whether you shop online or offline, Home Box ensures a cohesive, intuitive, and inspiring journey — blending technology with human warmth.
What excites you most about Home Box’s future in shaping intuitive, space-smart living, and what lasting impact do you hope it leaves on how people emotionally connect with their homes, wellness and work?
The future of Home Box is about empowering people to be ‘Home Proud’ — without breaking the bank. We envision homes that are not only stylish and functional but also emotionally uplifting. Homes that adapt to life’s changes — whether you’re setting up your first home, expanding to accommodate a family, or optimising a rental space.
Our focus is threefold:
- Expanding curated collections built around modern living & conscious materials.
- Leveraging AI for smarter product curation & personalised customer journeys.
- Reimagining store experiences that blend inspiration with practicality.
But more than products, it’s the emotional connection we foster — helping customers feel seen, valued, and empowered in their home-making journey. If Home Box leaves behind a legacy, it will be this: We made the idea of a beautiful, intelligent home not a dream, but a reality, for millions across the region. We proved that affordability and aspiration are not opposites — they’re partners. We want ‘Home’ to feel like more than a place. “We want it to feel like a win for their heart, for their life, and for their wallet.”
Home Integrator
ELEVATE Sells AED 38 Million ‘Crown Jewel’ Sky Mansion at Mondrian Al Marjan Island Beach Residences; Officially Opens EOIs for Phase 2
ELEVATE, the visionary lifestyle real estate brand, has announced a landmark transaction at the Mondrian Al Marjan Island Beach Residences. The announcement came just days after the project’s momentous ground-breaking ceremony, the development’s “Crown Jewel”, an ultra-exclusive Sky Mansion has been sold for AED 38 million / USD 10.35 Million
This record-breaking sale sets a new benchmark for ultra-luxury real estate in Ras Al Khaimah. The trophy property, which serves as the absolute pinnacle of beachfront living in the Northern Emirates, was sold within hours of its release, underscoring the voracious appetite for high-end branded residences next to the upcoming USD 5.1B Wynn Resort.
Spanning an impressive 10,000 square feet across three levels, the Sky Mansion is a masterpiece of design. It features dramatic 28-foot ceiling heights, floor-to-ceiling windows, and exclusive outdoor living spaces, including a private roof garden and a private infinity pool. The residence offers commanding, panoramic views of the ocean and the neighboring Wynn Al Marjan Island.
Zeeshaan Shah, Founder & Chairman of ELEVATE, said, “The sale of our Sky Mansion at AED 38 million is a defining moment for Mondrian Al Marjan Island Beach Residences and for Ras Al Khaimah’s luxury real estate market.With limited inventory and EOIs now officially open for Phase 2, demand continues to significantly outpace supply. Phase 1 was absorbed at record speed, and based on the traction we’re already seeing, we expect Phase 2 to follow the same trajectory. Buyers recognise that Mondrian Al Marjan Island Beach Residences is not just a residence, but a lifestyle investment in one of the UAE’s fastest-rising destinations.”
With demand surging from both international investors and end-users, the developer has released specific details on the remaining inventory types and starting prices for this highly anticipated release:
- 1 – 3 Bedroom Residences: Starting from AED 2.7 million
- 3 – 5 Bedroom Sky Collection: Starting from AED 8.8 million
- 3 – 4 Bedroom Front Row Collection: Starting from AED 9.4 million
The development is Mondrian’s first beachfront residential project in the region. Infused with a bold design DNA crafted by world-renowned architects Gensler and interior specialists Bergman Design House, the development is situated moments from the region’s fastest-growing entertainment hub.
Residents will enjoy over 60,000 sq. ft. of curated amenities, including Fi’lia by the Beach, the Residents’ Sky Club, a fully equipped fitness studio with an outdoor gym, personal training studio and recovery zone, as well as multiple swimming pools. Homeowners will also have access to Mondrian’s signature essential and on-demand services, along with an invitation to join Platinum Status within the Accor Owner Benefits Program.
Haider Ibrahim, Sales Director at ELEVATE, added, “From the very first release, buyer response has been exceptional, and the Sky Mansion sale reflects the calibre of clientele the project is attracting. Investors and end-users are drawn to the combination of beachfront positioning, branded living, and long-term upside driven by the Wynn destination next door. Phase 2 offers a rare opportunity to enter at this stage of the project, and we’re already seeing strong interest across all collections.
Home Integrator
Sobha Realty Concludes FY 2025 with AED 30 Billion in Sales, Marking 30% Growth Over 2024
Sobha Realty, a leading global luxury real estate developer renowned for its commitment to exceptional quality and innovation, has announced its year-end sales figures for FY 2025 a total AED 30 billion, cementing the company’s status as one of the most influential real estate developers in the Gulf.
Driven by a series of landmark achievements across sales performance, masterplan development, sustainability, and international expansion, the 2025 sales figures represent an uptick of 30 per cent year-on-year. The increased growth reflects sustained momentum in the UAE’s luxury real estate market and the strength of Sobha Realty’s diversified portfolio. A significant portion of this strong performance came from the company’s expanding footprint in Umm Al Quwain (UAQ), with AED 8 billion in sales from Downtown UAQ | Sobha Realty and Sobha Siniya Island.
Together, these results underscore the outstanding market reception of Sobha Realty’s new masterplans in UAQ and reaffirm the increasing confidence of investors in the brand’s leadership and strategic development vision across the Emirates.
“Sobha Realty’s sales success in 2025 was complemented by significant development milestones. The company launched four masterplans, Sobha Solis, Downtown UAQ | Sobha Realty, Sobha Central, and Sobha SkyParks, bringing its UAE portfolio to 14 developments, comprising 12 in Dubai and two in Umm Al Quwain. Each new project is helping strengthen the company’s role in shaping the future of urban living in the UAE.”; said Sobha Group Chairman Mr. Ravi Menon.
This period of growth also saw Sobha Realty extend its reach well beyond the Gulf region, as it announced an expansion into the United States and Australia.This was supported by the establishment of regional offices and strategic land acquisitions in Texas, United States, and Queensland and Sydney, Australia. Together, these initiatives marked a pivotal milestone in the company’s evolution into a global real estate leader.
“This past year has been a defining chapter in Sobha Realty’s journey,” said Mr. Menon. “Our growth across the UAE and expansion into global markets reflect a vision that has remained constant since our inception: to create developments that stand the test of time. These achievements are a testament to the trust our customers place in us and to our unwavering commitment to excellence and craftsmanship. As we look ahead, we remain dedicated to shaping communities with projects that embody quality and integrity while grounded in Sobha’s philosophy of The Art of Detail.”
Sobha Realty’s international momentum was further bolstered by a strong financial year, underscored by the successful issuance of a US$500 million sukuk, which was oversubscribed three-fold at US$1.54 billion. Subsequently, the company launched its inaugural US$750 million Green Sukuk – the largest green sukuk ever issued by a real estate developer globally. It attracted approximately US$2.1 billion in orders and achieved 2.8 times oversubscription. Listed on both the London Stock Exchange (LSE) and NASDAQ Dubai, these issuances reinforced investor confidence in Sobha Realty’s strategic direction and financial stability.
Sobha Realty’s financial strength was further affirmed when Moody’s upgraded the Corporate Family Rating of PNC Investments LLC, its parent company, to Ba2/stable, reflecting enhanced credit metrics, supported by a strong revenue profile and substantial backlog.
Sustainability and people-centric progress remained central to Sobha Realty’s journey in 2025. During the year, Sobha One became the first building outside of Singapore to receive the Green Mark Platinum Super Low Energy certification. Additionally, the company achieved a score of 97 in the 2025 GRESB Real Estate Assessment and earned a 4-Star Rating, further reinforcing its leadership in ESG governance and low-carbon development.
This external recognition was complemented by internal advancements, including the introduction of a sector-first enhanced maternity leave policy, which offers 120 days of maternity leave while retaining all other employment benefits. This initiative underscores the company’s commitment to fostering a responsible and progressive workplace.
Sobha Realty further enhanced its global presence through strategic partnerships, including serving as a Global Partner for International Cricket Council (ICC) Men’s events, maintaining its collaboration with Arsenal FC, and continuing its association with the International Indian Film Academy (IIFA) Awards. These initiatives have significantly expanded the brand’s visibility among international audiences.
With milestones spanning development, sustainability, global expansion, and brand influence, 2025 stands as one of the most transformative years in Sobha Realty’s five-decade history. These accomplishments establish a strong foundation for continued growth both in the UAE and internationally, further reinforcing the company’s position as a global standard-bearer in luxury real estate.
Home Integrator
STARZPLAY CAPTURES THE REALITY BEHIND THE UAE’S MOST ELITE PROPERTY DEALS
Exclusive Interview with Ben Bandari, CEO, BenCo. Real Estate & Sarah Serhan, Associate Partner, BenCo. Real Estate
Ben Bandari
Ben Bandari is a powerhouse in the UAE real estate industry, having closed over AED 25 billion in sales and earned a reputation as one of the nation’s most influential and successful brokers. Since starting his real estate career in the UAE back in 2002, He has earned some of the industry’s highest honours, including Number 1 Real Estate Broker in the UAE by Arabian Business, inclusion among the Top 150 Real Estate Icons by Finance World and the prestigious Agency of the Year award by The Entrepreneur. Beyond his brokerage success, Ben is also the star and executive producer of Million Dollar Listing UAE, the hit reality series that takes viewers inside the glamorous, high-stakes world of the UAE luxury real estate.

Sarah Serhan
In the UAE’s competitive luxury real estate market, Sarah Serhan has quickly established herself as one of its most dynamic rising talents. She is a luxury real estate agent and broker as well as an area specialist for Dubai Hills Estate, combining cultural awareness with deep market knowledge. In her first year she had closed more than AED 100 million in sales and by 2024, she was averaging AED 3 million in transactions daily. Recognised by Ben Bandari for her drive and professionalism, she joined BenCo Real Estate in early 2024 where she now serves as Associate Partner.

Questions:
Beyond luxury listings, the show focuses heavily on ambition, rivalry, and pressure. Why do you think audiences connect so strongly with that side of the story?
Ben Bandari: At its core, the show really isn’t about houses – it’s about people. While luxury listings are exciting and aspirational, it’s the universal themes of ambition, competition, pressure, and even self-doubt that truly resonated with STARZPLAY’s audiences in Season One once it aired. That strong response is exactly what paved the way for Season Two.
Audiences connect because they’re seeing the authentic side of success – the wins, the stress, the rivalries, and the emotional ups and downs that come with working in a high-pressure market like the UAE. Partnering with STARZPLAY allowed us to bring this format closer to home for MENA viewers and ground it in a reality they recognise. Viewers aren’t just watching deals close; they’re watching real people who push themselves, make mistakes, and grow, and that honesty is what makes the story relatable, and why it continues to resonate even more strongly in Season Two.
Sarah Serhan: As a newcomer to both the show and the industry, there is an undeniable pressure to prove yourself as a capable broker who can overcome challenges, obstacles and manage mental pressure. With that, you still need to balance the demands of work with time spent with family. What I believe truly resonates with the audience is the authenticity of that journey. When they see me, they see a human like everyone else, a woman with ambitions and goals, a woman with a family she must always put first, yet someone who continues to push forward, they connect on a much deeper level, probably reflecting their own struggles and aspirations.
Mr. Ben Bandari, as a returning cast member and Executive Producer, how has your role evolved in shaping the direction and authenticity of Season 2?
In Season Two, my role became much more hands-on. As Executive Producer, I was closely involved in shaping the narrative to make sure it truly reflected the realities of the UAE real estate market. The focus was on real pressure, negotiations, and consequences. I wanted viewers to see what the job actually demands. The goal was to let the stories unfold naturally and stay true to the people and the market we’re representing.
Rivalries are a big part of the show; do they sharpen your edge or complicate your strategy?
It’s genuinely a bit of both. Healthy rivalry pushes you to raise your standards and stay sharp, especially in a market as competitive as the UAE. I’ve learned to use competition as motivation while staying focused on the bigger picture, which is serving clients and closing deals. A great example of rivalry in the show is in Episodes 1 to 3, where Dr. Baydoun of Damac Properties makes Riad and I compete for a luxury property, “Villa Flora.”
You’ve been part of the franchise since its early days in the UAE—how has the real estate market changed since Season 1, and how has that changed you?
The market has matured dramatically. Buyers are more informed, expectations are higher, and transactions are far more complex. Since Season One, Dubai, Abu Dhabi and the UAE have evolved into a truly global luxury market. That evolution has forced me to grow personally as well as upgrade BenCo. to 70 plus staff and still growing. I’ve become more disciplined, more strategic, and more resilient. I’ve also setup a whole new business, Highgate Investments, which caters to investors looking at and acquiring properties, or designing and developing old, rundown ones. The business has skyrocketed with 8 ongoing projects so far.
Ms. Sarah Serhan, joining a well-established cast can be intense, what was your mindset walking into Season 2?
I was aware that my presence as a new face and a rapidly rising professional might be perceived as threatening to some of the other cast members. I anticipated questions like “who is she?” “Why is she here?” and “how did she get here?”. Frankly, I didn’t know what to expect from the others, but also, I never felt the need to prove myself to anyone. As I’ve always believed, my performance and my numbers speak for themselves.
What message do you hope ambitious professionals, especially women, take from your journey?
My core message is simple yet profoundly powerful: When you stay disciplined, rooted in self-belief, and fully committed to the work, you don’t need to prove anything. Your progress moves faster than doubt, and your results speak long before you ever have to.
What surprised you most about operating in this environment, on or off camera?
What surprised me the most was how intense the environment is, both on and off camera. What I did not expect was how much discipline and emotional intelligence it would require to stay focused and professional while doing my job with cameras and a crew filming at all times. The mental fortitude required is truly immense, and it’s something you can only fully appreciate once you’re living it.
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