The One (company)

The One store opened in Abu Dhabi, United Arab Emirates, in 1996. In an interview with Arabian Business magazine, Lundgren says he was inspired by a dream he had in 1993, in which an angel came to him with a mission to save the world from IKEA.[1]

In 2006, The One celebrated its 10th anniversary by being the sole sponsor of Robbie Williams’ Dubai concert, while also decorating Robbie’s backstage rooms at the Nad Al Sheba venue.[2][3]

In April 2007, The One was named one of the GCC’s 50 Most Admired Companies by Arabian Business magazine.[4] In 2011, The One launched its Fusion brand, which competes with high-end furniture retailers. In 2012, The One Junior launched and offers children’s furniture.

The One aims to operate 99 stores by 2020.[5]

According to CEO, Thomas Lundgren, The One's creative concept is to be magical and meaningful and "mass market, but to be prestigious with affordable prices".[6] Lundgren claims to sell feelings rather than commodities and calls The One stores "theatres", where seasonal home fashion shows are staged.[7][8] Each "theatre" set up by a team of decorators. The larger stores are furniture-driven with accessories complementing it and the smaller stores, or "Boutique Theatres", are accessory-driven with furniture incorporated to enhance the accessories.[9]

Many stores include in-store restaurants.[10]