In an industry shaped by shifting design trends, evolving consumer expectations and periodic global disruption, Sedar Global stands out for a very different reason: longevity.
With a history spanning more than 130 years, the company has operated across multiple markets and cycles of change while continuing to expand its footprint across manufacturing, retail and design-led interior solutions.
In this exclusive conversation with Living Gulf, CEO Rami Selo reflects on what resilience means for a heritage brand in today’s fast-moving environment, how customer behaviour in the décor and interiors sector is evolving, and why trust and continuity remain the most consistent drivers of long-term success.
1. Sedar Global has successfully operated for over 130 years through multiple cycles of change. How does the company define resilience, and how has that evolved over time?
For Sedar Global, resilience has never been about reacting to change, but about maintaining consistency through it. Over 130 years, the definition has evolved from operational endurance to a balance of adaptability and long-term vision.
Today, resilience is rooted in understanding customer behaviour at a deeper level, recognising both what shifts and what remains constant. While markets evolve, the fundamentals of trust, quality, and reliability endure. Our role is to provide continuity within change, ensuring that even as we innovate, the core values of the business remain intact.
2. What strategies have helped Sedar maintain stability across multiple markets during periods of global and regional uncertainty?
Operating in different markets requires both scale and an understanding of local needs specific to each region. One of the key strategies has been maintaining a strong operational backbone, spanning manufacturing, retail, and project execution, while remaining flexible in how we deliver services. Equally important is our focus on consistency in customer experience. During uncertain periods, decision-making slows, and the need for reassurance increases. By prioritising reliability, personalised service, and accessibility, such as at-home consultations, we are able to maintain stability while adapting to changing expectations across regions.
3. In your experience, how has customer behaviour in the home and commercial décor sector shifted in recent years, and what fundamentals remain unchanged?
Customer behaviour has become more intentional. There is a clear shift from impulsive purchasing to more considered decision-making, with greater emphasis on longevity, quality, and how a product integrates within a wider space.
At the same time, sustainability is increasingly influencing choices, particularly among younger consumers, who are more inclined to extend the life of products rather than replace them. What remains unchanged, however, is the importance of trust. Regardless of market conditions or generational shifts, customers continue to seek reliability, credibility, and a seamless experience, these fundamentals have remained constant across decades.
4. How do global design trends influence Sedar’s offerings, and how do you balance international influences with regional tastes?
Global design trends play an important role in shaping expectations, particularly as customers become more exposed to international aesthetics and standards. Through collaborations with brands such as Armani/Casa, Versace Home, Missoni Home, and Roberto Cavalli, as well as partnerships with institutions like The Metropolitan Museum of Art, we bring global perspectives into our portfolio. The balance lies in interpretation. While design influences may be international, their application must feel locally relevant. Cultural context, lifestyle, and spatial needs all inform how these trends are translated within the region.
5. Can you share an example of a project where Sedar had to innovate or adapt in response to unexpected challenges?
One of the most defining examples was during COVID-19, when we had to respond very quickly to an entirely new set of needs. Drawing on our existing manufacturing infrastructure and operational capabilities, we adapted part of the business to launch Burtlan Medical, a dedicated medical arm focused on producing PPE, including KF94 masks, gowns, and medical-grade curtains. This wasn’t something we had previously operated in, but it was a natural extension of our capabilities. We were able to scale production quickly and meet urgent demand, becoming a key supplier during the period.
What was important for us was not just the speed of response, but the ability to maintain quality and certification standards while shifting into a completely different category. It demonstrated how the business can evolve when needed, using its existing foundation in a very practical way.
6. How does Sedar blend its heritage with innovation, particularly in technology-driven initiatives such as VR-enabled e-commerce or sustainable interiors?
Blending heritage with innovation is central to how we evolve. Our history provides a strong foundation of expertise, craftsmanship, and trust, while innovation allows us to remain relevant and adapt to the way audiences engage and shop today.
Technology plays a key role in this balance. Our VR-enabled e-commerce platform enhances how customers engage with bespoke interiors, allowing them to visualise outcomes more immersively. At the same time, initiatives such as expanding into upholstery services reflect a more sustainable approach, extending the lifecycle of products rather than replacing them.
The goal is not innovation for its own sake, but innovation that enhances the customer experience while preserving the familiarity and core values that define Sedar.
7. What role do regional brands like Sedar play in sustaining confidence and continuity for clients during uncertain times?
Regional brands play a critical role in providing stability and familiarity. With a long-standing presence and a deep understanding of local markets, they are often seen as trusted partners rather than simply service providers.
This is further reinforced by having established capabilities within the region, including local manufacturing and operational infrastructure. It allows for greater control, responsiveness, and consistency, which becomes particularly important during periods of uncertainty.
In times like these, clients look for reliability, continuity, and a proven track record. By maintaining these qualities while continuing to adapt, regional brands like Sedar help sustain confidence in continuity across both residential and commercial sectors.
8. Looking ahead, which global or regional trends in décor and design are you most excited about, and how is Sedar preparing to meet them?
Several trends are shaping our focus moving forward. There is a growing emphasis on smart living, with increased demand for home automation and intuitive design solutions. Sustainability continues to gain importance, alongside a shift towards timeless, high-quality pieces over trend-driven consumption.
We are also seeing a renewed appreciation for materials and storytelling in design, with clients drawn to pieces that carry a sense of origin, whether through natural materials or considered design narratives. This is reflected in collaborations with brands and institutions such as H&M Home and The Metropolitan Museum of Art, bringing cultural depth into the home. In parallel, the connection between indoor and outdoor living continues to strengthen, driving demand for pergolas, shading systems, and more flexible design. At Sedar, we are responding by expanding our offering, investing in digital tools, and refining the customer experience, ensuring we evolve in step with how people live today while staying true to our core principles.
