WHY BRANDS MUST CONFIDENTLY CHAMPION A “MADE IN THE UAE” ETHOS AND MOVE AWAY FROM OVER-RELYING ON THE PRESTIGE OF IMPORTED PRODUCTS

By Carlo Magistretti, Chief Strategic Advisor, Sobha Furniture

For decades, premium furniture has been closely associated with established European manufacturing centres, particularly Italy, where design heritage, craftsmanship, and cultural influence have shaped global standards. That reputation is deserved. But the global landscape has changed.

Today, the conversation around premium products can no longer be defined by where something has traditionally been made. It must be defined by the quality of design, the precision of execution, the consistency of production, and the value delivered to the customer.

The UAE is a powerful example of this shift.

This is a country built on ambition, but more importantly, on the ability to turn ambition into reality. It is a place where bold ideas are not left as concepts. They are planned, engineered, built, and delivered at scale. From iconic skylines and world-class infrastructure to landmark hospitality and residential developments, the UAE has consistently shown the world what is possible when vision is matched with execution.

That same spirit is now shaping its manufacturing sector.

“Made in the UAE” is no longer a statement of convenience or proximity. Increasingly, it is becoming a mark of quality, capability, and confidence. It reflects a country that has invested deeply in industrial infrastructure, advanced technology, logistics, talent, and operational excellence to create a manufacturing ecosystem that can compete on a global stage.

The momentum behind this shift is clear. The UAE’s manufacturing industry recorded 7.7% growth in Q1 2025 and contributed 12.8% to non-oil GDP, underscoring the country’s growing industrial capability and its role in the wider economic vision.

For UAE-based businesses that continue to rely solely on imported products, whether from Italy or any other market traditionally associated with premium craftsmanship, there is a risk of overlooking what is happening here. The Emirates are no longer simply a destination for global products. They are becoming a place where global standards are created, manufactured, and delivered.

The premium furniture industry needs to recognise this change. Premium should not be reduced to geography. It should be measured by design integrity, material quality, manufacturing precision, service reliability, and the ability to deliver consistently. By those measures, UAE manufacturing is proving that it can stand alongside some of the most established production hubs in the world.

At Sobha Furniture, we have long believed that the future of premium furniture manufacturing is about integrating the design excellence and the manufacturing expertise within one fully integrated ecosystem.

This philosophy has shaped the way we build our business. Our own design teams in Milan – Italy draw on deep expertise in creating proportion, materiality, timeless aesthetics, and meaningful living solution while our manufacturing capabilities in the UAE ensure that these ideas are engineered, produced, finished, and delivered with precision.

This high level of integration is fundamental. In furniture, design and execution cannot exist as separate disciplines. A compelling design only achieves its full value when it is translated flawlessly into the finished product. By connecting design, engineering, manufacturing, finishing, and quality control within a unified process, innovation moves faster, customisation becomes more achievable, and the original design intent is preserved throughout every stage.

For customers, this translates into a more dependable experience, with greater transparency, rigorous quality assurance, enhanced flexibility, and confidence that every piece is delivered exactly as intended.

In recent years, global supply chains have faced repeated disruption, from shipping delays to material shortages and geopolitical pressures. Businesses that rely heavily on distant production networks have often found themselves vulnerable to factors beyond their control.

Manufacturing in the UAE changes that equation. It gives brands greater control over quality, timelines, and responsiveness. It also creates a clearer connection between a brand, its product, and its place of origin. From a customer’s perspective, that translates into confidence and trust.

This belief also shaped the launch of Flaer during Milan Design Week. Flaer represents a new expression of what a premium furniture brand from the UAE can be: globally minded, rooted in Italian design culture, and powered by the UAE’s ability to make ambitious ideas real. Presenting Flaer in Milan was not only a design statement, but a statement of confidence. It demonstrated that a brand conceived, manufactured, and built through the UAE’s capabilities can enter one of the world’s most influential design conversations with clarity and credibility.

This is the opportunity in front of us. The UAE has already earned a global reputation as a place where bold visions are realised. Now, that same reputation is extending into manufacturing, design, and industrial excellence.

The real question is no longer whether UAE manufacturing can compete internationally. The evidence increasingly shows that it can. The question is whether businesses are prepared to move beyond outdated assumptions and recognise the opportunity this shift presents.

As an industry, we must move beyond the belief that premium is synonymous with imported. Excellence can be designed globally, manufactured locally, and delivered to the world. The brands that embrace this mindset will not only strengthen their own competitiveness but will also help define the next chapter of global manufacturing.

The future of premium furniture will belong to those who can combine design excellence, manufacturing precision, operational control, and customer confidence into one seamless experience. The UAE is increasingly proving that it can do exactly that.