Elementa recently interviewed Iryna Fil, Head of Sales – Kährs by Nordic Homeworx, to explore how they blend Sweden’s down-to-earth sensibility with Dubai’s taste for luxury. With a rich heritage and a commitment to modern innovation, Nordic Homeworx offers timeless, sustainable flooring solutions and has even installed part of Elementa’s office flooring.

Nordic Homeworx has been in the Dubai market since 2006, whilst Kährs has delivered quality in wood since 1857. How do you balance this extensive experience with the need to innovate and stay current?

With almost 170 years of expertise in wood craftsmanship, Kährs has earned its place as a trusted, innovative name in engineered wood flooring. The Kährs journey is full of industry milestones, such as pioneering the modern multilayer hardwood floor in 1941, introducing factory lacquered finishes in 1958, implementing a fully solvent free production in 1984, and revolutionising installation with the glueless Woodloc® joint in 1999.

Since Nordic Homeworx brought this legacy to Dubai in 2006, we’ve been dedicated to making the Kährs craftmanship resonate within this dynamic market. Collaborating with visionary interior designers like Elementa allows us to stay in tune with evolving design trends and client needs, blending our heritage with modern, relevant insights. It’s this synergy that helps us offer solutions that honour our roots while meeting the high standards of today’s market.

We recently toured your newly designed office, and it’s stunning – you truly immerse visitors in the world of Kährs. What was the thinking behind expanding to a larger showroom, and what message are you aiming to convey with this new space?

Thank you for the kind words! Our new showroom is all about creating an authentic Nordic Living experience where clients can see, touch, and feel the Kährs difference. But to us, it’s more than just a showroom; it’s a place to immerse yourself in the warmth and simplicity of Nordic design. From the moment you step in, we want you to feel that cosy, laid-back ‘hygge’ atmosphere that’s so central to the Nordic lifestyle.

We believe design should be lived in, not just admired. Expanding to a larger space lets us display a broader range of options while creating a welcoming, open environment that highlights our commitment to sustainability and quality. Our hope is that clients leave with a clear vision of how our wood and LVT flooring can transform their own spaces into something truly special.

You will soon be celebrating 20 years of Kährs by Nordic Homeworx – two decades of working on beautiful projects. While every project is unique, and clients have their different expectations, is there a common line you see across all projects?

While it’s true that each project is unique, there’s a common desire for quality and longevity. Our clients invest in Kährs flooring because they want something that will stand the test of time. No matter the style or setting, we want to create spaces that feel personal, sustainable, and luxurious. Whether it’s a villa in Jumeirah Golf Estates, an apartment in Downtown Dubai, or a commercial space in DIP, there’s definitely a shared focus on creating a sense of space that’s both beautiful and enduring.

Your characteristic Swedish down-to-earth mindset seems to be a solid foundation for success. How do you convey and adapt this approach to the UAE market within the luxury residential sector?

Staying true to our Swedish roots has been a huge part of our approach. The UAE is a unique market, and while the luxury standards here are high, our clients also appreciate an honest, straightforward approach. We build trust by being transparent, giving genuine advice, and following through on our promises. This down-to-earth mindset resonates with our clients, even in a market as dynamic as Dubai’s luxury sector.

When designing a home, we prioritise investing in high-quality flooring because, unlike sofas or styling, flooring is not easily changed. If clients have a specific budget in mind, can you anticipate it and provide different solutions?

Yes, I agree, your floor is a long-term investment – it really is the foundation of the home. We understand that everyone has a unique vision and budget, so we work closely with clients to recommend flooring options that fit both. Our range includes various price points and designs, from high-quality vinyl with wood or stone finishes to eco-labelled, bio-based flooring options that are both sustainable and stylish.

We also offer multi-layered and veneered wood options that capture the beauty of wood at different price points. By meeting each client personally in our showroom and in their home, we can find the perfect match that fits both their budget and aesthetic desire.

In the UAE, clients have high expectations, which can make it challenging to meet their needs while maintaining your own standards. Could you describe your process, including installation and aftercare?

Our process is centered around delivering a seamless experience from start to finish. We collaborate closely with each client to ensure every detail is just right. Our installation team is highly trained to maintain the same high standards across all projects. We really see ourselves as a partner to the homeowner or designer rather than a supplier, and we have a dedicated aftercare service so clients can enjoy their floors for years to come. This commitment to quality doesn’t stop at installation – aftercare is just as much a priority, ensuring that each floor keeps its beauty and resilience over time.

Kährs is a well-known and trusted brand and often one of the first choices people consider. For a brand like yours, where on the one hand you want to be seen as original and on the other hand as innovative and modern, is it a challenge when working on new collections? Speaking of which, what can we expect for your upcoming flooring collection?

Kährs has been a trusted name in flooring for generations, so we’re mindful of maintaining our identity while also moving forward. For us, innovation means evolving sustainably and embracing new trends that align with the Scandinavian aesthetic and environmental values.

Our latest Sensation collection focuses on natural finishes and textures that elevate any space, all while staying true to that timeless, minimal elegance that our brand is known for. What’s great about this collection is that it is available in three formats; king-size plank, herringbone and chevron. Each format is presented in five colours, from light to dark, all featuring a naturally oiled appearance with a super-matt coating. We’re excited to share it already now in our new Nordic Living showroom in Dubai.