Muscat – IDdesign has won Oman’s Most Trusted Brand Award in the furniture and homeware category, underscoring its strong reputation for quality, design and customer experience. In this interview, Sanjay Yadav, General Manager of IDdesign Oman, discusses the key factors behind this recognition, evolving consumer preferences, and the growing importance of durability, sustainability and service in the furniture retail sector. He also shares insights on balancing global design trends with local tastes, the role of digital channels, and the company’s growth strategy in Oman’s increasingly competitive retail market.

IDdesign has been recognised as Oman’s Most Trusted Brand in the furniture and homeware category. In your view, what factors have been central to building and sustaining this level of consumer trust?

Building and sustaining consumer trust at IDdesign has been driven by our consistent focus on quality, transparency and customer experience. We are committed to offering well-designed, durable furniture that delivers real value, while maintaining clear communication and reliability across every customer interaction.

Equally important is our focus on creating a seamless and inspiring retail experience, supported by professional service and strong after-sales support. Over the years, we have remained true to our brand identity while continuously adapting to evolving customer preferences. Ultimately, trust is built through consistency. This recognition reflects our commitment to delivering on our promises and maintaining the high standards our customers expect from the IDdesign brand.

In the furniture retail sector, trust often stems from product quality, durability and design. How does IDdesign ensure these elements consistently meet customer expectations?

In furniture retail, trust is fundamentally built on delivering consistent quality, durability and design – an area where we remain highly disciplined. At IDdesign, we ensure this through careful product curation, strong supplier partnerships and strict quality control processes at every stage. Each collection is selected not only for its aesthetic appeal but also for its functionality and long-term performance.

We also continuously incorporate customer feedback and market insights to refine our offerings, ensuring that our designs remain relevant while meeting practical expectations. Our focus is on delivering products that customers can rely on, both in terms of style and durability, which is key to sustaining their trust over time.

Over the years, how has consumer perception of furniture brands evolved, particularly in terms of design, quality and customer service?

Consumer perception in furniture retail has evolved significantly. Today’s customers are far more discerning. They expect a balance of design, quality and value, rather than compromising on any one aspect.

There is also a stronger emphasis on durability and transparency, with customers seeking products that justify their investment over the long term. At the same time, customer experience has become a key differentiator, with rising expectations around seamless service, faster delivery and reliable after-sales support.

Overall, the shift has been from transactional buying to experience-driven and value-conscious decision-making, which continues to shape how brands position themselves in the market.

IDdesign is known for its contemporary Scandinavian-inspired designs. How well do these design concepts resonate with Omani consumers?

Scandinavian design principles resonate well with Omani consumers, particularly as the market has evolved towards more modern, functional and aesthetically refined living spaces. The simplicity, clean lines and practicality of Scandinavian design align closely with the growing preference for contemporary interiors in Oman.

At the same time, Omani customers value cultural identity and warmth in their homes, which means the strongest resonance occurs when these designs are adapted to reflect local tastes and lifestyles. At IDdesign, we see this as an opportunity – combining Scandinavian design with elements that suit regional preferences, creating spaces that feel both modern and personally relevant to our customers.

How do you balance global design trends with local tastes and lifestyle preferences in Oman?

Balancing global design trends with local preferences is about thoughtful adaptation rather than direct adoption. While we draw on international trends and Scandinavian design principles, we carefully tailor our collections to reflect local lifestyles, spatial needs and cultural preferences.

This includes considerations around functionality, material choices and how spaces are used within Omani homes. We also rely on customer insights and on-the-ground feedback to ensure our offerings remain relevant. The goal is to create a product range that feels globally inspired yet locally meaningful – delivering both modern design and everyday practicality.

How would you describe the evolution of Oman’s furniture and homeware market in recent years? Are customers becoming more conscious about the origin of materials and the sustainability of furniture products?

Oman’s furniture and homeware market has evolved into a more mature and design-conscious landscape, with customers placing greater emphasis on quality, functionality and overall value.

At the same time, there is growing awareness around material sourcing and sustainability. Customers are increasingly interested in understanding where products come from, how they are made and their long-term impact. While this shift is still developing, it is becoming an important factor in purchasing decisions, encouraging brands to be more transparent and responsible in their offerings.

Furniture retailers today often offer a broader lifestyle portfolio beyond traditional furniture. How important are homeware and décor products to IDdesign’s overall strategy? Which product categories have seen the strongest growth within your portfolio in Oman?

Homeware and décor play a key role in our lifestyle positioning and are essential to IDdesign’s strategy, as they help create a complete ‘life at home’ experience rather than simply showcasing furniture. These elements enhance product displays, add warmth and personality, and allow customers to better visualise their living spaces.

In Oman, categories such as accessories, lighting, rugs and cushions have seen strong growth, as customers increasingly look for easy and flexible ways to refresh their homes. These products not only support higher basket values but also strengthen our position as a holistic home solutions brand.

Digital platforms are reshaping retail globally. How is IDdesign integrating e-commerce and digital engagement into its business model? Are online furniture purchases gaining traction in Oman, or do customers still prefer visiting physical showrooms?

We are strengthening our digital presence through online platforms and marketing, while recognising that customers still largely prefer in-store experiences for furniture purchases. Digital platforms are playing an increasingly important role in how customers engage with the IDdesign brand. We are integrating e-commerce and digital channels to enhance convenience, product discovery and customer engagement, while ensuring a seamless connection between our online and in-store experiences.

In Oman, while online furniture purchases are gradually gaining traction, the category remains largely experience-driven. Customers prefer visiting showrooms to see, feel and experience products before making a decision. As a result, our approach is to adopt an omni-channel strategy, where digital supports the customer journey, while the physical showroom continues to play a central role in driving conversions.

Could you share insights into IDdesign’s current retail footprint in Oman and its growth plans? Are there opportunities to expand into new retail formats or locations as the market evolves?

Currently, IDdesign operates a large-format flagship store at Markaz Al Bahja, spanning approximately 3,500 sqm, where we have been present for over two decades. This long-standing presence has enabled us to build strong brand recognition and a loyal customer base within a competitive market. The store allows us to present our full lifestyle concept under one roof. Our current focus is on maximising the potential of this format, ensuring strong product depth, curated displays and a seamless customer journey.

As the market continues to mature, we remain open to selective expansion in high-potential locations, while also exploring formats that enhance accessibility – whether through digital channels, smaller concept spaces or curated lifestyle displays. Our approach is to grow in a strategic, demand-led manner, ensuring that every new touchpoint adds value to the overall customer experience. Looking ahead, there are clear opportunities to expand into new retail formats and locations as the market evolves.