Sobha Group's Furniture Arm Launches Global B2C Brand Flaer

Sobha Furniture, part of Sobha Group, has launched Flaer, a premium furniture brand, at Milan Design Week 2026, marking its expansion beyond real estate and project-based interior solutions into the global design market.

The move builds on Sobha’s long-standing role in delivering integrated interior solutions for developers, architects, and hospitality projects, now extending that capability into a branded furniture offering with international reach.

Flaer operates as an independent, design-led brand, combining Italian creative direction with UAE-based manufacturing. Design is led from Milan, while production is carried out through Sobha Furniture’s Industry 4.0-enabled facilities, allowing for precision, scalability, and consistent quality across markets.

The brand draws on more than five decades of experience in interiors, bespoke furniture, and integrated manufacturing. Its development is supported by the Group’s backward integration model, recognised as a case study by Harvard Business School, which enables end-to-end control across design, engineering, and production.

Flaer’s first collection introduces a cohesive design language centred on “Soft Elegance,” with a focus on clean forms, material quality, and functional comfort. The range includes seating systems, tables, and lounge pieces suited to residential and hospitality environments.

While the brand debuts globally in Milan, its manufacturing base in the UAE reflects Sobha’s strategy to scale high-quality production locally while serving international demand, positioning Flaer as both a design and industrial export from the region.

“Flaer represents our vision of what a contemporary design brand can be today: globally minded, culturally grounded, and uncompromising in execution,” says Ravi Menon, Chairman, Sobha Group. “By uniting Italian creative heritage with our advanced manufacturing capabilities in Dubai, we have built an ecosystem where design and engineering operate as one. This launch is our boldest step yet, setting a new benchmark for luxury furniture on the global stage,” he adds.