Contemporary Home
Joanna Morgan, marketing manager

How would you describe your firm?
Contemporary Home is a home textiles specialist. We have been supplying quality European branded bed linen and bath towels to well-known department and linen stores in the Gulf for almost 10 years. We operate 12 Christy ‘shops inside shops’ across the GCC countries. In December we launched the specialist website, which makes shopping for quality linen easy and convenient.

What products does it offer?
We are the Middle East distributor for Christy UK bed linen and towels – Christy invented the first bath towel-making machine in 1850! We launched Esprit bed linen in the Middle East 10 years ago and it has been fabulously successful, and we will launch a number of new linen brands on this year.

What are the biggest trends influencing the market right now?
We see the taste for bed linen is more closely following UK and US looks now, and the muted American colour pallette has become popular for coloured top-of-the-bed looks. We also see an increasing trend for customers to buy high-quality sheeting. Our bestseller is our Christy 500-thread-count Egyptian or Supima cotton sheets, which are made in Portugal. This shows Middle East customers are prepared to pay a higher price for quality.

What technology has the company implemented or introduced recently?

In January 2016, we launched our range Linen Obsession Hotel Collection. This is the actual sheeting used by famous name hotels, not copies of the look, so people can now buy authentic hotel sheeting and towels for their homes. It’s a great product which is very long-lasting and almost indestructible.

What emerging trends, technology and concepts are changing the soft furnishing industry?

We are seeing the continued importance of high-quality white linen. This is why we are launching The White Collection by Christy next month. We have ordered a great range of whites and cream linen in both UK and Gulf bed sizes.

What projects have you been working on lately?
We are so excited to launch our website,, which showcases quality linen in a beautiful online store.