Middle East Market has been identified by the Italian company The House of Lyria, to market its specialized premium fabric. The company sees very huge potential in the affluent Middle Eastern market.
The House Lyria has been supplying fabric to numerous fashion brands and interior designers for the last 20 years. It is exhibiting its products in Downtown Dubai.
Italian fabrics are popular in developed economies but are usually unaffordable in developing economies where the purchasing power of consumers is low. But the Middle East, the oil-rich region is an exception where consumers can afford expensive clothing. The founder chairman of The House of Lyria, Riccardo Bruni is looking to build new business relationships through this first exhibition of its fabric in Dubai. He is particularly optimistic about its interior product.
The company is based in the Tuscan city of Prato, which is the heart of Italy’s textile industry. The Prato-based textile industry produces original, timeless fabrics not seen anywhere else.
The company exports fabric to all international brands across the globe. Its business is expanding rapidly, growing at a growth rate of 15 percent annually. It produces unique fabrics experimenting with unusual combinations of natural fibers like wool, linen, and cotton. The weaving is conducted through unconventional looming techniques. This results in interesting textures and gives fabrics a longer life.
The House of Lyria products has cushions collections. They create fabrics for use in private residences, yachts, boutique hotels, and other commercial projects. Leading architects and interior designers use these products.
