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 3^rd 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 In traditional retail, there’s this outdated assumption: you can either have good design, or a good price.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:

1. Our agility in meeting modern shopping habits — convenience, speed, and seamless omnichannel experiences.
2. 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.”