Crafting Change: Klekktic Founder Heba El Habashy

For a nation recognized as a nexus of design, innovation, and sustainability, it should come as no surprise that the UAE is home to a growing furniture and home décor industry. In fact, according to data platform Statista, the UAE’s home décor market is expected to be worth US$571.24 million in 2025, with it expected to further develop at a steady annual growth rate of 0.4 percent from 2025 to 2029.

In this dynamic environment, Klekktic, which was founded in Dubai in 2021 by Heba El Habashy, has emerged as a significant player, aligning itself with the market’s trajectory. The brand’s commitment to modern, high-quality, and locally crafted furniture has resonated with discerning consumers in the UAE (and beyond), who increasingly seek products that combine aesthetics with functionality. Plus, Klekktic’s emphasis on sustainability and customization positions it well within the growing demand for personalized and eco-friendly home décor solutions. 

The inspiration behind Klekktic, a design-forward furniture brand, stemmed from El Habashy’s deep appreciation for design, as well as her desire to bring a fresh, authentic perspective to the furniture industry. El Habashy’s experiences across different industries and cultures have influenced her approach to design and business, which, in turn, has shaped the vision of Klekktic. “Growing up in a world where practicality often clashed with aesthetics, I realized there was an untapped opportunity to create furniture that was not only visually appealing but also deeply functional,” she explains. “My personal experiences of traveling between cultures, observing the way people interact with their environments, and seeing how design can influence daily life have all shaped Klekktic’s core philosophy.”

Klekktic showroom.

With over a decade of experience working with startups and venture capital, including roles at notable companies like Future Tech Lab, Uber, and Flat6Labs, El Habashy’s background has exposed her to several innovative business models and digital strategies, all of which she now puts to good use at Klekktic. “At Future Tech Lab and Flat6Labs, I had the opportunity to evaluate and mentor numerous entrepreneurs,” El Habashy reveals. “This allowed me to see firsthand the importance of a strong value proposition, customer- centric innovation, and operational efficiency. My time at Uber exposed me to how technology can redefine entire industries, and I recognized the opportunity to apply similar principles – such as leveraging digital platforms and data-driven decisions – to the furniture sector.”

One of Klekktic’s key differentiators is its unique market positioning. While many retailers focus on mass production or imported designs that don’t always resonate locally, Klekktic blends contemporary aesthetics with locally sourced materials. “We have a deep commitment to crafting products that are not only beautiful, but also functional, and built to last,” El Habashy states. “Our approach is to offer customers a personalized experience, whether that’s through design customization or a seamless online shopping journey – something that traditional retailers often lack.” According to El Habashy, her customers appreciate the options and services she offers, which eliminate the long wait times and high costs commonly associated with imported furniture. “Our customers meet us with great relief that they no longer have to purchase overpriced expensive goods that take months to reach them,” she adds. “They want to support the local manufacturing industry, and they see value in shopping locally.”

El Habashy points to e-commerce as having played a significant role in Klekktic’s success, given that it has allowed it to cater to a digital-first consumer base. “Dubai is a fast-paced, global city with consumers who value convenience, transparency, and personalized service, which is exactly what we offer through our online platform,” she says, adding that customers are increasingly seeking an intuitive and engaging digital experience. “By prioritizing an online-first approach, we’re able to offer a more efficient and cost-effective experience, allowing customers to make well-informed decisions and purchase furniture that fits their unique style and space,” El Habashy adds. “Our platform is designed to be intuitive and engaging, giving our customers the best possible digital experience.”

Klekktic showroom.

Meanwhile, by partnering with local producers, Klekktic ensures quality control, rapid innovation, and accessible pricing. “By working closely with UAE-based manufacturers, we not only support the local economy, but also gain greater flexibility in production timelines,” El Habashy says. “This allows us to bring new designs to market faster and adapt to customer demands more swiftly.” That said, while most materials are sourced locally, Klekktic also imports select elements. “Fabric, for example, is one of the main things we import from Belgium, as we work with top-of-the-line fabrics that have very premium technical properties,” she explains. “This hybrid approach helps us maintain competitive pricing, without compromising on the integrity of the product.”

Customization is at the heart of Klekktic, but the brand has refined its process to ensure scalability. Rather than offering entirely bespoke designs, Klekktic maintains consistent design frameworks while allowing variations in size, upholstery, and color. “As such, the way we apply customization in a limited scope contributes to our scale efforts rather than holding us back,” El Habashy adds. Eliminating intermediaries has also been a strategic advantage, streamlining expenses and enabling Klekktic to offer more competitive pricing. “By cutting out middlemen, we’ve been able to lower overhead costs and pass those savings on to the customer,” El Habashy explains. “However, this approach also required us to develop stronger relationships with suppliers and manufacturers, negotiate better pricing, and invest in technology to maintain our high-quality standards while ensuring affordability. It was a challenging but ultimately rewarding decision.”

Klekktic currently ships internationally, though primarily to the UAE and KSA, with demand varying across markets. However, El Habashy emphasizes that interest is growing in Africa. “We are also seeing an increase in international demand, particularly from markets in Africa where customers are drawn to the quality and craftsmanship of our products as well as the price points,” she highlights. El Habashy however admits meeting diverse logistics and shipping requirements has been a challenge, but she shares that strategic partnerships have ensured smooth deliveries worldwide. “At this time, we offer white-glove delivery to KSA, which is quite rare, but was a true differentiator among other players in this space, who drop off massive packages at your doorstep in Saudi Arabia, or even expect you to clear customs yourself and, of course, set up everything alone,” El Habashy points out.

Heba El Habashy, founder, Klekktic.

For El Habashy, collaborations are key to the brand’s success and growth. An example of this can be seen in Klekktic’s partnership with Assembly, a Dubai-based showroom for rare vintage and collectible pieces, which reflects a shared vision of bringing curated, high-quality design to the Emirate. This collaboration thus enriches the shopping experience by merging classic and contemporary design philosophies, while providing a space for engagement and education on sustainability and customization. “Customers can expect an immersive experience, where they can explore our collection alongside some of the best design brands that have stood the test of time that Assembly has thoughtfully curated and brought to Dubai,” El Habashy adds. Looking ahead, Klekktic is set to expand its presence outside the UAE, with the launch of a physical showroom in Saudi Arabia slated to happen soon. “We are actively exploring expansion opportunities beyond the UAE,” El Habashy reveals. “Our next imminent goal is to open a physical showroom in the KSA. We have been approached by numerous large entities in the Kingdom who have wanted to franchise our brand. For now, we are considering the best steps to take it to this promising market, while ensuring that the spirit, quality and ethos of the brand stay intact.”

For entrepreneurs looking to replicate the success El Habashy has seen in the furniture industry, she emphasizes customer focus and innovation as ideals to follow. “My advice would be to focus on solving real problems for your customers,” she says. “In the home furnishings space, this means understanding the intersection of design, function, and personalization. Consumers are becoming more discerning, and they want products that fit their lifestyles, not just their homes.” She goes on to tell entrepreneurs to start with a clear vision, invest in technology, and prioritize quality – whether in materials, design, or service. “The competition is fierce, but there is always room for those who are truly committed to their craft and customers,” El Habashy concludes.

Pictured in the lead image is Heba El Habashy, founder, Klekktic. All images courtesy of Klekktic.

This article first appeared in the March issue of Inc. Arabia magazine. To read the full issue online, click here.