Posted on November 16, 2014

United Fashion Company and Etro yesterday announced the opening of a new Etro Home Store in Doha, Qatar. The new boutique in The Pearl-Qatar represents the whole world of Etro Home, as a synonym of “Made in Italy”. Operating under United Fashion Company (UFC), Etro Home Store joins the Etro Men’s and Women’s boutique opened at the Island in 6 La Croisette.

UFC officials, Etro representatives, socialites and media attended the opening event, discovering the Etro Home World for the Autumn/Winter collection.The collection is a journey through castles, where tradition is wrapped by Etro’s contemporaneity. Plaids decorated with placed or degradé paisley prints, classic tartans with a double-sided effect, new jacquards featuring an almost three-dimensional optical effect stemming from winter inspired texture experiments.

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Commenting on the expanded partnership between UFC and Etro, Theo Swart, UFC General Manager stated, “We are pleased to welcome another Etro store at The Pearl-Qatar. This proves that Qatar is a strategic market for innovative lifestyle concepts and that Italian craftsmanship continues to be in high demand. The inauguration of the Etro Home Store represents the first in the series of upcoming openings of new brands at The Pearl-Qatar and in other prominent locations around Doha, all managed by UFC.”

Jacopo Etro, creative director of Etro Home Collection, further emphasized the added value that Etro’s home designs will bring to the upscale fashion-savvy clientele of Qatar, already customers of the Etro boutique at The Pearl. “Over the years, Etro has become a hub of creativity and innovation. We call this the "New Tradition": we always try to balance the heritage of the brand with a modern touch because for us it’s essential to get to the root of who you are and where you come from, but then to move into a new arena with it.  Every collection fuses tradition with innovation and history with a contemporary edge”.

The day of the opening, Etro will also unveil a new capsule collection, enriching its offering with a home accessories line and a furnishing complements line, culminating in refined decorative suggestions for interiors. The artful use of prints and colours combined with extraordinary craftsmanship, attention to detail and modern cuts have enabled the Etro label to enjoy ongoing growth. United Fashion Company brings world-class luxury fashion brands to Qatar and The Pearl-Qatar. Its long-term strategy envisions a network of stores that branch from internationally acclaimed luxury and mid to mid-upper brands across a variety of retail categories. The Company owns and manages a wide range of boutiques. It also focuses on service-driven products such as beauty salons and entertainment concepts.

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The Pearl-Qatar occupies a prime location off the coast of Doha’s West Bay and boasts an assortment of residential accommodations for every taste and style spread over ten Mediterranean-themed districts. A variety of over 600 high-end and well known retail and lavish hospitality outlets across three main retail areas, three world-class marinas and an impressive beachfront have made this mixed used development one the most distinguished locations in the Middle East.