The One (company)

The One Total Home Experience, stylized THE One, is a furniture retail company founded by Swedish entrepreneur and philanthropist Thomas Lundgren. As of December 2014, the home fashion brand has a total of 18 stores across the Middle East in Bahrain, Iraq, Jordan, Kuwait, Lebanon, Qatar, Tunisia and the United Arab Emirates, with a total staff complement of over 700.

History

The first 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, but at lower prices. In 2012, The One Junior was launched offering children’s furniture.

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

Concept

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. The menu features interpretations of classic dishes and cooking styles from all over the world, while The One Café in Jumeirah and Fusion focuses on a variety of home-style dishes.^[10]

Corporate social responsibility

The One's stated core purpose is "To Change the World Together". It has engaged in socially responsible investment initiatives such as ethical sourcing, special needs employees, local volunteering and global education through "The Onederworld", sustainable village community programme.^[11][12][13] Together with Free The Children, The Onederworld launched its first project, the Pimbiniet community, in Kenya in August 2008.^[14] The One deals only with manufacturers who can commit to not using child labour or wood from the rainforests and works with Rugmark International – a global, non-profit organisation that sells rugs woven without the use of child labour.

Causes supported by the brand include:^[15][16][17]

• Bahrain’s Down Syndrome Care Centre, Society for Children with Behavioural & Communication Difficulties and Alia for Early Intervention Centre
• Jordan River Foundation and Queen Rania Family and Child Centre
• Kuwait Children’s Orphanage and Khalifa School
• Qatar’s Shafallah Centre for Children with Special Needs, Hamad Medical Corporation's Rumaillah Rehabilitation Services and Reach Out To Asia
• UAE’s Dubai Centre for Special Needs, Rashid Paediatric Therapy Centre and Special Needs Families Group
• Abu Dhabi Future Centre for Children with Special Needs and the Special Needs Centre
• The United Nations’ World Food Programme

References

External links

• Official website