Mirroring the mushrooming of Dubai's property boom, Group Marketing Director Shahriar Khodjasteh's father initially focused only on flooring, today AAF offers solutions across the contracting and retail spectrum. "Our diversification is a phenomenon fostered by the shift from a rental to a freehold ownership market in the UAE", he explains.
Next in line was the birth of Carpetland in 1999, two years after AAFs conception. "A unique portfolio of products which were new to this market came together under one roof. It was a first for the region". Home to an extensive variety of wall-to-wall carpets, area rugs, laminate flooring and wooden parquet, Carpetland is a home grown brand that carries premier flooring products sourced from around the globe. "When we started, we concentrated on distribution only until we realized that as professionals we needed to be the people in front of the end users and so Carpetland came to life" Khodjasteh says. Designers loved them, architects, consultants loved them too because they introduced innovative products, quality service and high standard fitting - a first for the region".
Next door to Carpetland came Curtainland, a house for all kinds of curtains and upholstery fabrics. Officeland came next, which in addition to selling Italy's top brands, boasts a locally manufactured furniture line 3FFF. Next came Rugland, "a one stop shop for area rugs" he clarifies "as well as Belight and Quattro, the new concept of fashionable furniture".
Now Khodjasteh is looking forward to enveloping all these retail concepts under one roof - Decoworld - a one stop shop for all furniture, lighting and flooring solutions. "By bringing all the 'lands' together, under one roof we will be creating a product and service retail sphere that can be replicated regionally", he concludes. "We can't wait to get the ball rolling".