Scandinavian children’s furniture manufacturer, Flexa, in association with IDdesign, a furniture and accessories retailer, will soon open its store in Dubai dedicated solely to eco-friendly children’s furniture.

The new retail outlet will provide fun and functional, eco-friendly products specially-designed to cater for children’s growing needs, said a comopany staff.

Flexa, which now has a unique network of stores around the globe, has identified the UAE as a region for growth and believe that their top quality furniture brand will be as successful in Dubai as it has been in the rest of the world.

“The opening of this dedicated children’s furniture store is the culmination of IDdesign’s association with Flexa, sales for which have been increasing steadily over the years,” said Ajai Kumar Dayal, general manager, Retail and Marketing, Easa Saleh Al Gurg – owners of IDdesign.

"We were so impressed with the results of the brand, we felt the need to look at bringing small and friendly stores close to out potential customers," he noted.

"Products for children are always a high priority for caring parents, and we are sure that stores like the one in the Arabian center will enable us to  create an environment where consumers can experience the products and receive advice from trained consultants," Dayal added.

Per Lykke Jensen, CEO, Flexa said, "This is the first step into the region, with more to come in the future, and we are confident that there will continue to be significant and consistent demand for our clever, functional children’s products."

"Flexa is dedicated to producing environmentally-friendly furniture that comes from its own FSC-certified, pine forest."

"New trees are planted whenever existing ones are cut down and 40 percent of a tree trunk is used for furniture, while the rest is used for paper and as heating material in the form of CO2 neutral wood pellets," he added.

The main focus of Flexa’s unique product offering are its beds, which are extendible and height-adjustable, and supported by a colourful range of accessories that can be adapted to suit the needs of the child as they grow older.

With the addition of extension legs the day bed can be extended into a mid-high bed and high bed freeing up space underneath for the creation of a study or storage area.

The furniture is totally customizable and the range comes in two colours – a lacquered wood or white-wash finish – complemented by accessories such as mattresses, linen, carpets and lamps, all available in bright, fun colours.

The dedicated store will have specially trained, in-house consultants on hand to provide explanations and information on how the innovative products function and how they can be adapted during the furniture’s extended lifecycle.-TradeArabia News Service