Home Identity

What Home Identity does

Home Identity General Trading L.L.C operates a UAE-based direct-to-consumer home furnishings retail business under the brand "Home Identity." The company sells a broad assortment of homeware — including imported Turkish carpets and rugs, home decor, kitchenware, scatter cushions, ready-made curtains, wallpaper, linen, towels, and clothing — through two channels: a Shopify-powered e-commerce storefront (homeidentity.com) that delivers across the UAE and a physical showroom at Dubai Outlet Mall in Dubai. Its catalog spans 1,604 SKUs across nine product categories, with price points ranging from approximately Dhs. 5 (place mats) to Dhs. 5,514 (luxury Turkish carpets), and the company is currently promoting a 50% off launch sale with free delivery on orders over 500 AED.

The underlying technology is a standard Shopify storefront with no proprietary AI, recommendation, or marketplace integrations disclosed; product discovery relies on conventional Shopify collections, search, and Instagram-driven social marketing. The business model is straightforward retail: one-time hardware sales of physical goods to UAE residential consumers, priced in AED on a per-unit basis, with revenue recognized at point of sale through either e-commerce checkout or in-store purchase. The customer segment is exclusively UAE-based individual buyers, with no B2B, contract, or wholesale revenue disclosed, and no institutional investors, funding rounds, or parent-company relationships identified.

The company is independently operated, founder-held, and employs 1–10 people. It has no disclosed revenue, no external funding, and no public listing. Operating geography is limited to the UAE, with no cross-border Gulf Cooperation Council (GCC) or international expansion yet evidenced. The Dubai Outlet Mall retail location functions as a higher-consideration showroom for Turkish carpets and a brand-awareness anchor, while e-commerce handles broad catalog discovery and repeat purchase across the country.

Name

Home Identity

Legal name

Home Identity General Trading L.L.C

Website

https://homeidentity.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Home Identity is a UAE-based direct-to-consumer home furnishings retailer operating a Shopify e-commerce storefront and a Dubai Outlet Mall showroom, selling 1,604 SKUs across carpets, rugs, kitchenware, decor, and related homeware to UAE residential consumers.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

Keywords

• Home furnishings retail
• Turkish carpets and rugs
• Homeware and decor
• Kitchenware products
• E-commerce home goods

Headquarters

HQ city

Ajman

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Product Sales: One-time sales of physical homeware products including carpets, rugs, home decor, kitchenware, linens, and clothing through both e-commerce and physical retail store.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Home Identity is a UAE-based home furnishings retailer that sells its own procured inventory of carpets and rugs (including imported Turkish collections), homeware and decor, kitchenware, scatter cushions, ready-made curtains, wallpaper, linen, towels, and clothing. Products are sold both through a self-serve Shopify e-commerce website delivering across the UAE and through a physical retail store at Dubai Outlet Mall in Dubai. The company currently operates a 50% off launch sale to drive customer acquisition, with 1,604 SKUs priced in UAE Dirhams.

Product overview

Home Identity UAE is an e-commerce retailer offering a diverse portfolio of home furnishings and lifestyle products through a Shopify-powered online store and a physical retail location at Dubai Outlet Mall. The company positions itself as 'the UAE's ultimate destination for affordable exquisite homeware, opulent decor, and the finest collection of Turkish carpets and rugs.' The product portfolio centers on nine main categories: Carpets & Rugs (luxury Turkish imports featuring wool, silk, and cotton materials), Homeware & Decor (bathroom accessories, kitchen items, home fragrances, storage solutions), Kitchenware (utensils, serving ware, bamboo products), Scatter Cushions, Ready-Made Curtains, Wallpaper, Linen (bedding), Towels (100% cotton), and Clothing (embroidered garments). The company operates under a 50% launch sale promotion and emphasizes quality with a quality-guarantee policy. With 1,604 total products across the collection, the offering combines affordable homeware with luxury carpet collections, targeting UAE consumers seeking both budget-friendly and premium home furnishing options.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpets and Rugs Luxury imported Turkish carpets and rugs crafted by skilled artisans using traditional techniques, featuring high-end materials including wool, silk, and cotton. Available in multiple sizes ranging from 80x150 cm to 300x400 cm. Targeted at UAE residential customers seeking premium imported floor coverings for home decoration.
• Homeware and Decor Wide assortment of home furnishings and decorative accessories including bathroom sets, toilet brush holders, baskets, dustbins, home decor items, clocks, artificial plants, paintings and wall decor, photo frames, stools, kitchen accessories, home fragrances, candles, diffusers, storage items, and mats. Targeted at UAE consumers decorating and accessorizing residential spaces.
• Kitchenware Kitchen tools, utensils, serveware, and cookware including cheese sets, colanders, graters, knives (bread, carving, chef, paring, steak, utility), ladles, lazy Susans, oil and vinegar bottle sets, oven dishes, peelers, cutting boards, serving trays, and bamboo kitchen items. Targeted at UAE household cooks and home chefs.
• Scatter Cushions Decorative scatter cushions available in 50x50cm and 60x60cm sizes with diverse colors, textures, and patterns designed to accentuate home decor. Targeted at UAE residents looking to add decorative accents to living spaces.
• Ready-Made Curtains Pre-made curtains including eyelet curtains and various styles available in multiple sizes and colors for residential window treatments. Targeted at UAE homeowners seeking ready-to-hang window solutions.
• Wallpaper Wallpaper collection featuring modern designs and patterns suitable for various interior styles, including collections such as Surtsey in shades like Frosty Sage, Vino, and Honey Dew. Targeted at UAE consumers undertaking residential wall decoration projects.
• Linen Bed linens including fitted sheets available in Super King (200x210), King (180x210), and Double (155x200) sizes with multiple color options such as dyed silver. Targeted at UAE consumers furnishing bedrooms.
• Towels 100% cotton towels including bath towels (70x140cm), body sheets (80x160cm), and face towels (30x30cm) available in various colors such as navy and macadamia. Targeted at UAE household consumers.
• Clothing Apparel items including Ekrutex embroidered suits available in multiple colors (pink, orange, green) and sizes (small, large). Targeted at UAE consumers seeking embroidered traditional-style garments.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• The Home Centre: Landmark Group's flagship UAE-based home furnishings retailer operating large-format stores and e-commerce across the Gulf. Directly comparable to Home Identity as a multi-category home retailer serving UAE residential consumers across furniture, decor, kitchenware, and linens.
• Crate & Barrel: US-headquartered multi-category home retailer shipping internationally including to the UAE. Comparable assortment across kitchenware, bedding, rugs, and home decor serving design-led residential consumers.
• Danube Home: UAE-headquartered home furnishings and home improvement retailer with showrooms and online channels across the Middle East. Comparable to Home Identity as a one-stop home destination covering decor, kitchen, linens, and furnishings at multiple price points.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer with international shipping to the UAE. Comparable to Home Identity as a multi-category home retailer (rugs, textiles, decor) competing for the same design-conscious residential consumer.
• Pottery Barn: Williams-Sonoma-owned home furnishings brand offering rugs, bedding, curtains, and decor online to UAE customers. Overlaps directly with Home Identity's carpet, curtain, linen, and cushion categories.
• HomeBox: Middle East home furnishings value retailer with stores in the UAE and other GCC markets. Comparable to Home Identity as a value-positioned home retailer covering furniture, decor, kitchenware, and soft furnishings for residential consumers.
• Muji: Japanese lifestyle retailer with UAE stores selling homeware, kitchenware, storage, and textiles. Comparable to Home Identity's broad homeware and kitchenware assortment, though at a different design and price-positioning.
• Zara Home: Inditex-owned home textile and decor retailer with strong UAE mall presence. Overlaps directly with Home Identity's curtains, cushions, linens, towels, and homeware categories for trend-driven shoppers.
• H&M Home: H&M's home furnishings line sold online and through UAE stores, focusing on textiles, cushions, and decor. Comparable to Home Identity on the soft-furnishings and home-decor side of the assortment.

Broad incumbents

• IKEA: Global home furnishings incumbent with a flagship Dubai store and strong UAE e-commerce presence. Comparable to Home Identity as a broad-line home retailer, though operating at much larger scale with owned manufacturing and a different price-positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/homeidentityuae
• LinkedInlinkedin.com/company/homeidentity

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home Identity