Mohammed Khaled Abal: 'Abyat' expands regionally, supports growth through manufacturing and digital innovation

- Expanding into new markets is a natural extension of Abiat’s journey and its successes in Gulf markets, offering an opportunity to strengthen our presence and showcase our model of providing comprehensive home furnishing and outfitting solutions.

The Qatari market represents an important milestone in this journey, as we prepare to open our flagship store at Qatar Mall, spanning 15,000 square meters across two floors. At the same time, we continue to strengthen our presence in the Saudi market by expanding into Medina, enabling us to reach a broader customer base and introduce the Abiat experience to new markets.

* What is the basis for Abiat’s expansion?

- We rely on over 20 years of experience in understanding the needs of Gulf consumers, as well as on an integrated model developed in Kuwait and subsequently expanded in Saudi Arabia. Today, we continue to refine this model in new markets, ensuring that the Abiat experience aligns with customer needs in each market.

* What role does Abiat’s factory in Kuwait play?

- The factory is one of Abiat’s key strengths. Its role extends beyond production to include product development, prototyping, and continuous improvement.

The factory covers a range of furniture categories, including seating, beds, and upholstered products, while continuing to develop new production lines in response to market changes and evolving demand.

The factory also includes a research and development department that studies market and customer needs, developing new products and ideas that keep pace with changing lifestyles, thereby enhancing our innovation capabilities and expanding our product portfolio.

- In-house production gives us greater control over quality and consistency, faster response to customer needs, and increased flexibility in product development and improvement.

We view manufacturing as an integral part of the customer experience, not merely a production process, as it enables us to offer products better aligned with market needs and consumer expectations.

- Digital transformation has become a core component of Abiat’s model. Through the Abiat app and digital channels, customers can browse products, compare options, and access information before making a purchase decision.

At the same time, we are working to enhance integration between digital channels and showrooms, giving customers greater flexibility in searching, selecting, and purchasing.

In this context, the “Abiat Imagine” service represents a significant step in enhancing the customer experience, allowing customers to visualize their space before implementation and choose furniture and design with greater clarity and confidence, whether through the app or via the showroom experience.

Together, expansion into Gulf markets, manufacturing, research and development, and digital transformation form the key pillars of Abiat’s growth and its ability to deliver comprehensive home solutions in the coming phase.