In preparation of major acquisitions in luxury fashion, Qatar tests its own luxury brand

Qatar Luxury Group, a business entity chaired by First Lady Sheikha Mozah, already the owner of French leather goods maker Le Tanneur, announced it is developing its own brand called Qela due to be launched locally, in Doha, by the end of the year. Responding to international media speculations that the group intends to roll out the brand internationally, the Marketing Director of Qatar Luxury Group insists the new brand is, for now, only launching only in Doha, with one boutique, likely to open by the end of the year.

Two other separate Qatar business entities own the Harrods Department Store in London (Qatar Holdings), Italian fashion house of Valentino (Mayhoola) and a stake of 1,5% in luxury giant LVMH (Qatar Holdings), while developer Qatari Diar owns the majority stake in the future Peninsula Hotel in Paris, due to open 2014.

The new move by Qatar Luxury Group to launch its own luxury brand comes, most likely, in preparation of future acquisitions of major international luxury brands. Qatar Luxury Group headquarters in Doha house a state of the art manufacturing facility, employing highly skilled craftsmen, mostly from France and Italy, specialized in jewellery, leather goods (shoes, bags and smaller accessories) and couture (embroidery, millinery etc).