Elie Khouri is not just an entrepreneur; he is a visionary who redefined luxury furniture retail in Dubai. As the founder of Vivium Holding, he introduced the prestigious Italian brand Cassina to the UAE, marking a significant milestone in the region’s interior design industry. While Cassina has a legacy that dates back to 1927, founded by Cesare and Umberto Cassina, it was Elie Khouri who saw the potential of bringing this iconic brand to a market hungry for design excellence.
His journey reflects a perfect blend of ambition, strategy, and an eye for global trends, making him a notable figure in Dubai’s luxury retail landscape.
Elie Khouri’s journey with Vivium Holding began with a simple yet powerful vision: to create a bridge between Italian luxury design and the growing appetite for premium interiors in the UAE. From the outset, he understood that the success of a mono-brand store lies not just in selling products but in curating an experience that resonates with the audience.
Dubai has always been known for its luxury market, but Elie noticed a gap: there were very few dedicated stores offering authentic high-end Italian furniture. This insight became the cornerstone of Vivium Holding’s strategy. By studying consumer behavior, understanding preferences, and keeping an eye on international design trends, Khouri crafted a business model that promised not just products but lifestyle solutions.
From day one, Elie Khouri emphasized quality and authenticity. He believed that bringing Cassina to Dubai meant more than importing furniture—it was about delivering craftsmanship, heritage, and an immersive brand experience. This commitment set Vivium Holding apart from competitors and established it as a trusted name among interior designers, architects, and luxury homeowners.
The launch of the first Cassina mono-brand store in the UAE was a landmark moment for both Vivium Holding and Dubai’s design community. It was not just a retail store; it was a statement—a testament to Elie Khouri’s dedication to bringing international luxury to the region.
Elie paid meticulous attention to every detail of the store—from lighting and layout to the arrangement of the furniture pieces. The aim was to create an environment where visitors could experience the brand as the Italians intended, combining elegance, functionality, and innovation.
Understanding the importance of collaboration, Khouri forged strong relationships with architects, interior designers, and luxury developers. These partnerships not only helped in promoting the brand but also positioned Vivium Holding as a key player in shaping Dubai’s interior design landscape.
The success of the first store laid the foundation for Vivium Holding’s growth strategy. Elie Khouri believes that sustainable growth is driven by vision, adaptability, and a constant pursuit of excellence.
While Cassina remained the flagship brand, Vivium Holding gradually diversified its portfolio to include complementary luxury furniture and design services. This strategy enabled the company to cater to a wider audience while maintaining its premium positioning.
Innovation has been at the heart of Vivium Holding’s approach. From integrating smart furniture solutions to leveraging digital tools for customer engagement, Khouri ensured that the company remained ahead of market trends.
Elie Khouri understands the value of brand visibility. By participating in high-profile design events, collaborating with influencers, and hosting exclusive showcases, Vivium Holding strengthened its presence and created a loyal customer base.
Khouri’s leadership style reflects a perfect balance of strategic thinking and human-centric values. He believes that the success of any organization depends on its people and the culture it fosters.
No entrepreneurial journey is without challenges, and Elie Khouri’s path was no exception. From navigating regulatory hurdles to adapting international designs to the UAE market, each obstacle became an opportunity to innovate.
One of the initial challenges was aligning Cassina’s Italian design ethos with the tastes and needs of the UAE market. Khouri invested in market research, focus groups, and design consultations to ensure the products resonated with local buyers.
Importing luxury furniture comes with logistical complexities. Elie’s attention to detail and strategic planning ensured that supply chain issues were addressed efficiently, guaranteeing timely delivery and impeccable service.
Educating the market about Cassina’s heritage and design philosophy required creative marketing strategies. Through events, media campaigns, and personalized client experiences, Vivium Holding gradually built a strong brand presence.
The introduction of Cassina through Vivium Holding transformed Dubai’s interior design market. It set new benchmarks for quality, craftsmanship, and customer experience. Interior designers and homeowners now had access to authentic Italian luxury furniture, elevating the overall design standards in the region.
Beyond business success, Khouri’s initiative inspired a culture of design appreciation in Dubai. More people began to value thoughtful design, sustainable materials, and timeless aesthetics, reflecting the influence of international design practices.
Vivium Holding also collaborates with local designers and architects, providing opportunities for creative professionals to showcase their talent. This symbiotic relationship strengthens the local design ecosystem while promoting innovation.
Elie Khouri’s ambition extends beyond retail. His vision for Vivium Holding includes becoming a holistic design consultancy and lifestyle brand in the UAE and beyond.
Plans are underway to introduce more international luxury brands under Vivium Holding’s umbrella, creating a curated ecosystem of premium furniture and design services.
Khouri aims to integrate advanced digital solutions, such as augmented reality and virtual showrooms, to enhance the customer experience and make luxury design accessible in innovative ways.
Understanding the global shift toward sustainability, Vivium Holding is exploring eco-friendly materials, energy-efficient logistics, and responsible sourcing, ensuring that luxury and environmental responsibility go hand in hand.
Elie Khouri’s journey from founding Vivium Holding to bringing Cassina to Dubai is a story of vision, resilience, and passion. By identifying opportunities, embracing challenges, and creating exceptional experiences, he has not only built a successful business but also reshaped the luxury furniture landscape in the UAE.
Vivium Holding stands today as a symbol of craftsmanship, innovation, and human-centric leadership—proof that with the right vision, determination, and strategy, even the most ambitious goals are achievable. Elie Khouri’s story continues to inspire aspiring entrepreneurs and design enthusiasts alike, setting a benchmark for excellence in both business and lifestyle.
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