Desado set to corner Middle East's unexploited online design space

With a name that originates from the Spanish word deseado meaning "desired", Desado aims to lead people closer to products that reflect their unique aesthetic sensibility.

Founded by Muhammad Chbib, ex-CEO of Sukar.com, Desado is expected to corner an as-yet unexploited segment in the region's online ecommerce offering.

According to Euromonitor International, the Middle East's home furnishings and homeware market showed positive growth in demand and number of store openings in 2011.

The home décor market is expected to experience even more positive growth, driven by the recovery of the economy and real estate sector, higher levels of disposable income as well as higher GDP growth and a larger expatriate base in the GCC. The UAE in particular is expected to be among the top 5 fastest growing markets over the next 5 years. With a more developed market, consumers are showing a great appetite and appreciation for unique design-led products.

The Middle East is also the fastest growing region for ecommerce sales worldwide, with a growth rate of 300% last year. According to Arab Advisors Group, the value of e-commerce-related transactions in the region is estimated to be about $11bn a year. Desado brings together both these promising sectors, while simultaneously offering a great platform for local designers to showcase their creativity to a wider audience.

"Design-led products are aspirational and that's what drives demand. We've had a very positive response to the pre-launch promotional campaign that resulted in 40,000 pre-registered members in just 4 weeks," says Muhammad Chbib, Founder and CEO of Desado. "The UAE has been an excellent start and we expect the momentum to be maintained post-launch, with plans to expand to other Middle Eastern markets such as KSA, Kuwait & Qatar within the next 6 months."

Visitors to Desado can browse, buy and share exciting, high-quality design innovations in home décor, furniture, lighting, gadgets, gifts, kitchenware and more, sourced from across the region, Europe and the USA. Desado offers items that cannot easily be found on shelves in the UAE, and features local boutique designers and products from emerging designers from across the Arab world.

"When we consider a product for Desado, the first question we ask is 'Would we love these products and would we like to own them?' Our focus is on finding unique, quirky, stylish pieces that make a statement, that possess interesting design elements and have a high quality finish. All products on Desado are conversation starters and are meant to reflect an individual's personality and aesthetic sensibility."

He added: "We are looking at sourcing a large percentage of the products locally and from the wider Arab region, so Desado will also serve as a great showcase for up and coming as well as established talent. We are truly amazed by the interest from the region's design community during the pre-launch phase."