This SBU has flourished from the humble beginnings of a small store selling unique handmade furniture into three separate brands with over 20 retail stores in prime locations providing the same quality and service to its customers for over three generations spanning over six decades.
This SBU believes in building long term relationships with its clients through innovative CRM techniques and customer retention. There are 4 main manufacturing lines and brands within this SBU:
ItalSteel Furniture
The largest retail store operator for classic, luxury high-end furniture within the Middle East located in prime destinations with over 4 stores each over 15,000 sq ft. Specifically focusing on classic-contemporary, traditional and cottage style designs.
Khab- Nosh
With over 8 stores Khab-Noosh furniture tailors to the provinces of Iran, specializing in more affordable furniture with sleek comfy but modern design.
Saj Azin
specializing in millwork and traditional handmade furniture this brand has over 7 stores throughout the Middle East. Its main focus is on wholesale and larger distribution supplying mostly commercial projects, offices and hotels
Daniels Jewelry:
Becoming a pioneer in the furniture home décor industry was not enough for this SBU, as it has the desire to expand into other activities such as fashion and luxury products, thus expanding into the Jewelry industry. High end design at affordable prices is the motto for Daniels Jewelry with over 12 stores throughout the Middle East and the US market.
This SBU is always striving to find new and innovative products and industries in which it believes in for further expansion.
This SBU is always striving to find new and innovative products and industries in which it believes in for further expansion.