- Christy’s premium bed and bath collections debuted across curated UAE retail spaces
- Jumbo marked its entry into lifestyle textiles through a strategic heritage partnership
- Dwell and Indigo Living offered immersive in-store discovery for home essentials
- British craftsmanship met modern interiors through coordinated design storytelling
Soft lighting, layered textures, and the quiet luxury of well-made textiles took centre stage as Christy’s iconic bed and bath collections officially arrived in the UAE. Through a new partnership between Jumbo Electronics Ltd., Dwell, and Indigo Living, the British heritage brand found a thoughtfully curated home across the Emirates, inviting customers to experience comfort and craftsmanship up close.
The collaboration followed Jumbo’s landmark partnership with Christy, marking the retailer’s expansion into the lifestyle segment. Known for introducing global technology brands to the region, Jumbo extended its distribution expertise into premium home textiles, bringing Christy’s 175 years of British design heritage to a wider UAE audience. By partnering with Dwell and Indigo Living, the brand’s collections became accessible within retail spaces already known for refined, design-led living.
At Dwell and Indigo Living stores, Christy’s bed linen and bath essentials were presented as part of a considered in-store journey rather than a standalone product display. Customers were encouraged to touch the fabrics, explore coordinated colour palettes, and visualise complete bedroom and bathroom stories. The experience reflected a growing consumer preference for tactile retail, where quality and comfort are felt rather than explained.
The partnership also highlighted a shared design philosophy between the three brands. Christy’s collections, from plush towels to intricately designed bed linen, aligned naturally with Dwell’s curated home selections and Indigo Living’s elegant interior concepts. Together, they created a retail environment that balanced heritage with modern living, offering pieces designed to elevate everyday routines.
A spokesperson from Jumbo Group described the collaboration as a natural fit, noting that Christy’s focus on comfort, quality, and timeless style resonated strongly with UAE shoppers. The in-store presence allowed customers to engage with the products beyond packaging, reinforcing confidence in both craftsmanship and longevity.
Christy UK’s CEO echoed this sentiment, emphasising the importance of physical retail in conveying the brand’s values. From hand-painted bed linen designs to indulgent bath towels, each product reflected careful material selection and enduring design. The curated selection available in the UAE made it easier for customers to build cohesive bed and bath settings that combined practicality with understated elegance.
Now available across multiple Dwell locations in Dubai, Abu Dhabi, Sharjah, and other Emirates, as well as Indigo Living showrooms including Dubai Hills Mall and Al Wasl Road, Christy’s collections invited shoppers to slow down and invest in comfort. The partnership brought together Jumbo’s regional expertise, Christy’s heritage, and the inviting retail environments of Dwell and Indigo Living, creating a destination where home essentials felt personal, considered, and lasting!
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