THE One’s Theatrical Twist on Home Decor

THE One Total Home Experience is one of the most loved furniture retail brands in the Middle East and beyond, but this furniture retailer sells a lot more than just furniture. Founded by Swedish entrepreneur and philanthropist Thomas Lundgren in 1996, THE One was to show, over the years, that the furniture shopping experience could be taken to a magical and meaningful place. Inspired by a dream in which an angel tasked him to “save the world from IKEA,” Lundgren was determined to create a retail store that provided quality home furnishings, affordable and trendy, with a twist of theater and emotion. Today, THE One has become a byword for furniture retail combined with a lifestyle philosophy that appeals to creative expression and support for the community.

THE One was launched in Abu Dhabi to bring a new concept of furniture shopping through theatrically styled stores, seasonal home fashion displays, and dedicated in-store decorators. “The idea is to sell not just furniture but evoke emotion, therefore each store should be ‘a theatre’ where each piece tells a story.”. This concept of “Boutique Theatres” where accessories complement bigger furniture pieces and vice versa, provide a more personalized experience to the buyer as a combination of usability and creativity is being used to attract the customer.

In 2006, on THE One’s 10th anniversary, it sponsored a Robbie Williams concert in Dubai. THE One even decorated backstage rooms for the concert. This high-profile partnership emphasized the brand’s dedication to creating memorable experiences beyond a transactional retailing model. By 2007, THE One had been named one of the Gulf Cooperation Council’s (GCC) most admired companies-an achievement that reflects both market influence and reputation as a brand that has deeper resonance with shoppers.

Another proof of THE One’s commitment to community and accessibility is through its pricing and the products available in the store. Finding a middle ground between “mass market” and “prestige,” Lundgren created a brand that brings quality furniture to a broad audience without sacrificing the luxurious feel. His concept, selling feelings rather than commodities, fits into his mission of making every customer’s home a place of joy and individuality.

Other than the innovative furniture design and layout, THE One features in-store dining experiences at many of its locations that make shopping an immersive all-encompassing experience. The same stylish yet comfortable feel that THE One’s furniture embodies can be found in the café of every store, which will make customers feel relaxed while imagining the full experience of living with the brand’s products.

By 2024, THE One will also be present in another location: a concept store in Dubai Hills Mall will display the latest collections of furniture in a sleek, dynamic space. This is indicative of THE One’s impressive ability to adapt to this highly competitive market, thereby incorporating the brand’s historic “theatre” feel into more modern design sensibilities for a new generation.

Beyond the pieces of furniture, the effect of the THE One goes about CSR with the community itself. Their brand promotes cause such as job and youth education and trainings as aligned by Lundgren’s idea in giving back to communities operating his store. THE One believes in making success, sales aside from being successful since it’s making a great difference among its customers into their surroundings.

THE One has found its niche in the home decor market through a combination of artistic vision and practical offerings. Lundgren’s philosophy of “selling feelings” has not only separated THE One from other traditional retailers but also made it a brand that enjoys loyal customers who value both style and substance. As the brand grows, it remains true to its roots—a mission to bring magic, meaning, and affordable luxury into every home it touches.