Meet Samantha Booth, Senior Buyer at Tanagra (Chalhoub Group), who manages several luxury lifestyle boutiques in the UAE, Saudi Arabia, Qatar, and Kuwait, at Milano Home

Tanagra, the Middle East's premier luxury retail brand, redefines the art of elegant living. Known for its curated selection of home decor, gifts, and lifestyle products, Tanagra seamlessly blends heritage with modern sophistication. We talked to Samantha Booth, Senior Buyer at Tanagra about insights into the brand’s innovative spirit, its admiration for Italian design, and its ambitions for the Milano Home Fair.

INTERVIEW BY AKGÜN AKDİL

Can you tell us more about your company—its size, number of stores or locations, and your target market?

Tanagra is a distinguished luxury retail brand founded and based in the Middle East, specializing in luxury home décor, gifts, and lifestyle products. We are part of the Chalhoub Group, a leading partner for luxury brands in the region. Tanagra operates several boutique stores across the UAE, Saudi Arabia, Qatar and Kuwait, catering to clients who seek exclusive, refined, and modern luxury offerings. Our target market is affluent individuals and households who value craftsmanship, luxury, and distinctive design.

What are the core values that your brand emphasizes in its product offerings? How do you choose the products that align with these values?

The brand is deeply rooted in values that transcend simple aesthetics, embracing both inner and outer beauty through the refinement of savoir-vivre—the art of living well. It celebrates generosity and modesty, fostering a spirit of grace and humility that resonates with a timeless ethos. Authenticity and respect lie at the heart of its identity, ensuring that every creation is both genuine and honors its cultural origins. By combining culture and expertise, the brand highlights a commitment to craftsmanship and a profound understanding of tradition. Ultimately, the values of tradition and timelessness guide its philosophy, crafting experiences and products that are not only enduring but also a true testament to elegance and sophistication.

Who are your main customers? Are there any specific demographics or regions you focus on?

Tanagra’s target audience includes discerning individuals aged 25 to 60, with a strong focus on high-income GCC locals, primarily women. They are united by a passion for luxury, refined aesthetics, and artful living, seeking statement pieces that reflect their personality and elevate their spaces. By catering to culturally inspired collectors, young aspirational professionals, and sophisticated tastemakers, Tanagra aligns with those who value elegance, tradition, and modern sophistication in every aspect of their lifestyle.

What are your thoughts on Italian design? How does it influence your product range and overall aesthetic?

Italian design holds a special place in our product range and overall aesthetic. Its distinctiveness, defined by a seamless fusion of art, fashion, and bold creativity, resonates deeply with our clientele. From exquisite crystal collections and premium leather goods to iconic homeware lines, Italian design consistently elevates the concept of "fashion at home" with eclectic furnishings and statement pieces that leave a lasting impression.

Rooted in modernity and innovation rather than tradition, Italian design embodies a perfect balance of form and function. This philosophy shapes our curated selection, emphasizing exceptional craftsmanship and forward-thinking aesthetics that enhance contemporary lifestyles. It is this unique harmony of elegance and individuality that makes Italian design a cornerstone of our brand, inspiring both our products and the experiences we offer.

How important is Italian design to your customers? Do you see it as a selling point, or is it more about the quality and craftsmanship?

Our customers highly regard Italian design for its superior craftsmanship and timeless appeal. Products that are handmade in Italy are seen not only as a mark of quality but also as a representation of sophisticated taste. Italian brands often serve as a key differentiator in our curated collections, attracting clients who seek elegance and exclusivity. It’s not just about the aesthetic; it’s also the craftsmanship and the story behind each piece that our clients value.

What are your goals at Milan Home Fair this year? Are you looking for new partnerships, expanding into new markets, or showcasing a particular product?

This year at Milan Home Fair, our focus is on building new partnerships, especially with brands that align with our core values of luxury and craftsmanship. We are also looking to explore new design trends and innovations that can enhance our offerings and meet the evolving preferences of our clients. Our aim is to discover products that can elevate the Tanagra experience for our clients.

Are there any specific trends or products you’re hoping to see or discover at the Milano Home?

We are eager to explore trends in sustainable luxury, artisanal craftsmanship, and unique material innovations. We anticipate a growing interest in home fragrances, bespoke tableware, and personalized décor items, which align with the increasing demand in the Middle Eastern market for exclusive, tailored luxury experiences.

Could you share a curiosity or an interesting fact about your brand’s journey that others may not know?

Tanagra was a pioneer in the Middle East luxury market, bringing a unique retail concept that merged luxury home décor and giftware. The brand has maintained strong relationships with globally renowned luxury brands, many of which were introduced to the Middle East for the first time through Tanagra. This has positioned us as a trendsetter and a trusted curator of fine luxury.

How many clients or retailers do you currently work with, and what are your aspirations for growth over the next few years?

We currently collaborate with a wide range of luxury brands and suppliers worldwide. Our growth aspirations include expanding our physical presence, particularly in Saudi Arabia, and enhancing our digital and e-commerce capabilities to offer a seamless luxury omnichannel shopping experience.

From your experience, what advice would you give to other companies exhibiting at Milano Home Fair? What should they focus on to stand out?

My advice would be to highlight the craftsmanship and unique story behind your products. Authenticity and quality resonate strongly with buyers like Tanagra. Tailoring your presentation to highlight cultural relevance and exclusivity will also appeal to luxury retailers looking for distinctive products that can offer a unique experience to their clientele.

How do you view Italian manufacturing? What do you think sets it apart from other countries or regions in terms of quality or design?

Italian manufacturing is synonymous with a legacy of craftsmanship, attention to detail, and a dedication to quality. It stands apart for its ability to blend traditional techniques with modern design, creating products that are both innovative and timeless. For Tanagra, Italian-made products are a cornerstone of our luxury offerings due to their unmatched quality and aesthetic appeal.

Are there any new product lines or innovations you’re working on that you're particularly excited about and would like to share with us?

Following the success of our exclusive product development with our partners for Ramadan 2024, we plan to enhance our collections for Ramadan 2025. Each item is thoughtfully crafted and developed in collaboration with the Tanagra Buyer and the Brand’s Designers & Product Development teams to create a collection of exceptional products exclusively offered at Tanagra.

How do you envision your brand evolving in the next five years, especially with shifts in design trends and market demands?

In the next five years, we envision Tanagra becoming an even stronger lifestyle brand, expanding our product categories and embracing new design trends while staying true to our heritage of luxury. We plan to deepen our digital presence, offer a more personalized shopping experience, and focus on exclusive collaborations that bring something unique to the Middle Eastern market. 

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