7 minute read
Make Your Home Blend
ON A MISSION TO MAKE YOUR HOME BLEND
When it comes to providing an exceptional range of stylish high-end home brands, Egyptian furniture, and homeware company Blend Furniture, stands out in the ever-expanding interior market-place
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Furniture and homeware company Blend Furniture has established a strong reputation as a leading light in the Egyptian interior design marketplace. Founded in 2012 with its first showroom in Nasr City, Cairo, the company has now expanded rapidly with three additional showrooms spread across the city with demand for their unique products still growing amongst its devoted fans.
Offering an impressive selection of high-quality exclusive pieces for the home from sofas, chairs, and armchairs as well as coffee tables, dining chairs and tables, bar stools, desks, lighting, and fire-places all in both modern and contemporary style, Blend Furniture’s appeal and connection to its devoted fans can be explained by its passionately-held belief in its mission, which is to make people forget the stresses and worries of daily life as they indulge in one of its exclusive pieces, this is why recently the company was awarded the coveted Luxury Lifestyle Awards-Best Luxury Furniture and Homeware in Egypt for 2021. We spoke to founder and CEO Ramy Effat about his company’s philosophy, the state of the interior design marketplace in Egypt and further afield and the compa-ny’s plans for the future.
Perfect Homes Magazine: What makes Blend Furniture stand out from the crowd in the Luxury Furniture industry in Egypt?
Ramy Effat: We take our DNA seriously to the extent that it is not just a representation of our core values, but also an acronym to what we stand for Design | Needs | Alliances.
• Design Simply everything we are, is about design, and everything we present or work with is carefully designed (even internal forms).
• Needs, our passion and motivation are derived from understanding the needs of our clients and market, even those needs that are not yet recognized or acknowledged by them.
• Alliances, our foundation is built on true alliances, with brands, team, designers, banks, as well as any stakeholder that is within the Blend circle.
PHI: What is the current state of the interior design, furniture, and homeware market in Egypt?
RE: The industry is shaping up to an astonishing state, moving beyond replicating international design trends, to rather be a state of its own.
PHI: Where do you and your team get your inspiration and creative ideas from?
RE: Literally everywhere, we encourage our team to look beyond the immediate market, and im-mediate customer to more of broad lifestyle inspirations.
Our services and ideas are often inspired from hospitality, fashion, travel, Fin-tech, seriously everywhere.
PHI: What challenges do you encounter working in this competitive market?
RE: In that sense I would define competition as a positive challenge, as it pushes us all to do better, serve better, and offer better.
PHI: How do you ensure you are attracting people with the correct expertise to work within your team?
RE: Every part of the business reflects on the other, having a successful brand in itself is an attrac-tion point, but most importantly building a team and a family is what ensure the sustainability and growth of the business, and hence attracts the right caliber.
PHI: What systems do you have in place to discover, encourage, and promote local talent within the industry?
RE: Among the renowned brands we represent and display, we allow for those local young brands who demonstrate excellence in their products and quality to be featured, and offered side by side to those international brands, with special focus providing them with the best practice guidance for them to grow within our platform.
PHI: What is your philosophy behind the stylish design and layout of your showrooms?
RE: let me put this simply, We Blend.
PHI: How do you rate the importance of social media in promoting your products?
RE: Surely social media helped grow our brand significantly, helping us reach a bigger client base, inspire more people, and get faster and more accurate feedback about our products and services.
PHI: What trends are you currently seeing coming through in the furniture and homewares market?
RE: Exotic stones and marbles, glass, and handcrafted unique pieces are among the strongest trends I can personally observe.
PHI: How has the global pandemic affected your business?
RE: Positively when in general people rediscovered their homes, after years of fast-moving lives, and as a business mainly serving the residential sector we were blessed with an increasing demand for our products and services. On the negative side, I don’t believe we faced or are still facing any-thing different than any other sector around the world.
PHI: Having already expanded considerably and quickly in the Cairo area do you have plans for further expansion?
RE: I guess you will have to wait and see for what we plan next, I believe in our potential and in my team, and we are only scratching the surface.
PHI: What are your goals for the future, both nationally and internationally?
RE: We aim to become the most significant platform for Furniture and homeware in the Region.
Blend Furniture aims is to create the perfect blend of furniture for each home with world-class de-sign and quality standards, with original, minimalistic contemporary design and a unique sense of detail being the hallmark of the Blend Furniture design style and a living embodiment of its motto of ‘Timeless Elegance.’
For more information, visit www.blendfurniture.com
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