If asked to think of a successful Swedish export, most people would probably name the furniture giant Ikea and ’70s pop band Abba. Both these Swedish classics have been hugely successful – not least here in Dubai (if the scrums that waited to watch Mamma Mia and the crowds flocking to Festival City every Saturday are anything to go by). But it seems our two Swedish favourites might be about to get a rival – in the shape of Ordning&Reda, an upmarket stationery store that thinks it can prove just as attractive.
The firm plans to open its newest branch in Ibn Battuta Mall this month and, with 40 successful stores worldwide, it thinks its classic Scandinavian designs and products are just right for the UAE shopper.
‘We understand that there is a demand for high-quality and well designed products within the Middle East,’ says Annette Järnefelt, the firm’s CEO. ‘[We] provide luxury with simplicity, something inherent from our Swedish roots and we are very proud to be able to offer the products and this established brand to the market.’
So what, exactly, is it that has Järnefelt so puffed up with pride? For the uninitiated Ordning&Reda, translates as ‘proper order’ in Swedish – and yes we learned that from a book. Given the name, it’s not surprising that the brand specialises in bringing, well, order to your life, with a range including notebooks, diaries, albums, storage products, bags and other accessories for the office and home.
But it’s not just standard pads and paper. Oh no, Ordning&Reda likes to add a bit of glamour to your obsessive compulsive ways, with leather, silk, jersey and even faux crocodile skin adorning the neatly designed range. Of course, a mention of bling is always music to the ears of Dubai’s magpie shoppers, but, better still, as well as launching each range in the same colour palette every season, Ordning&Reda adds some limited edition styles, patterns and fabrics. Limited edition. Oooh! Now that should get ’em out in their droves.
Having recently opened its first store in DIFC, Ordning&Reda wants to quickly establish itself as a well-known brand across the Gulf. ‘The roll out to the rest of the GCC is planned over the next three years and we are hoping that the impact that we have on the Dubai market will be a key influencer to the rest of the region,’ says Lars Narfeldt, its master franchiser. Whether or not Dubai’s Ordning&Reda stores become a er, ‘key influencer’ remains to be seen, but in the meantime the Swedish invader is celebrating its arrival by releasing sequinned bags and accessories, as well as student diaries to mark the back-to-school season. If its worldwide reputation is anything to go by, it’s clear that this brand is something to write home about.
Ordning&Reda products are available from its DIFC store (Gate Precinct Building 2 Level 2, Retail Unit 11, 04 370 0520, email@example.com). They will also be available from this month onwards at the new store at Ibn Battuta Mall