Yusra Home, Ethiopia’s leading luxury furniture company, has announced a landmark partnership with Ashley Furniture Industries, the world’s largest home furniture manufacturer. The exclusive signing ceremony is scheduled for July 11, 2025, at the National Palace in Addis Ababa, marking a historic moment for Ethiopia’s retail and interior design sectors.
Under this strategic collaboration, Yusra Home will become the exclusive distributor and retail partner of Ashley Furniture in Ethiopia, bringing globally recognized furniture designs, innovation, and affordability to one of Africa’s fastest-growing consumer markets. The partnership aims to modernize Ethiopia’s home furnishing industry by introducing international standards in production, design, and retail.
The alliance is expected to generate significant benefits beyond consumers, including knowledge transfer, job creation, and capacity building throughout the local furniture value chain—from manufacturing and logistics to interior design and retail services. This initiative positions Ethiopia as an emerging hub in the regional furniture market.
The signing event will gather senior government officials, private sector leaders, international guests, and representatives from both companies. The program includes keynote speeches and showcases the future impact of the partnership on Ethiopian homes and lifestyles.
“We are honored to welcome Ashley Furniture to Ethiopia,” said Yusra Nurhussein Reja, Founder and CEO of Yusra Home. “This partnership is a commitment to elevating the quality and accessibility of furniture for Ethiopian families, combining global excellence with local aspirations.”
The collaboration will culminate in the opening of the first Ashley HomeStore in Addis Ababa by September 2025. The store will offer a wide range of furniture products, including sofas, dining sets, bedroom collections, and decorative accessories.
Mark Marais, Vice President for Africa at Ashley Furniture, will attend the signing ceremony to formalize the partnership and share the company’s vision for expanding its footprint across East Africa.
Ashley Furniture Industries, founded in 1945, operates over 1,100 HomeStores globally and is renowned for its extensive product range, innovative manufacturing, and commitment to customer value. The company’s entry into Ethiopia represents a significant milestone in its ongoing expansion across the African continent.
This partnership is expected to transform Ethiopia’s furniture retail landscape, providing consumers with greater choice and quality while fostering economic growth and industrial development.
