THAT! Celebrates Its Middle East Presence with the Grand Opening of Its Abu Dhabi Brand Concept Store

After entering the Middle East market in 2016, THAT! Inventions established bounteous ties with the area’s distributors and, in November of 2017, shall celebrate the grand opening of its first flag store in the United Arab Emirates (UAE).  The THAT! Concept Store will open in Abu Dhabi’s House of Fraser (HOF), marking a new milestone for the brand’s global operations.

Taha Panwala, General Manager for THAT! Inventions’ UAE distribution agency, explains: “The UAE is a market with high demands for luxury living solutions.  The elegant, innovative products THAT! provides closely fit its upper-middle class’s needs.  We will do everything we can to establish THAT! as a prominent brand in luxury living.  Starting with this initial entry to Abu Dhabi’s international department stores, we will follow our plans to expand into Galeries Lafayette, the famed upmarket French department store chain.  In the future, we will also establish more display centres at high end locations around the UAE.”  At present, THAT! already has locations in the famously trendy Virgin Megastore and in food-centric spots such as Eataly, Milk & Honey, and Prime Gourmet.


With this grand opening, THAT! now has a Brand Concept Store in the House of Fraser (HOF), right along with global house-ware powerhouses like Georg Jensen, Arthur Price, and Wedgewood.  Thoroughly conveying brand concepts and product values through multimedia presentations and product displays, the store will also host product experience events at appropriate times, so that consumers may experience first hand the innovation, convenience, and magic of THAT!’s kitchen and dining wares! 

THAT! CEO Alex Mei puts it well: “Taiwan’s house-ware industry is relatively new at establishing international channels of distribution, so every experience has all the more value.  In the future, THAT! will continue to build its global distribution network and, step by step, establish its presence as a high-end international brand in kitchen and dining.  THAT! will spread forth its vision of melding material technology, innovative design, and lifestyle aesthetics, and deeply root its brand in the hearts and minds of consumers around the world.”