Belgian interior design chain Casa has a new owner: Swedish-Lebanese entrepreneur Ayad Al Saffar, who is already active in the Benelux through Lucardi and Kijkshop, is taking a majority stake in the chain.
Taking the reins
Through his holding company AAS Retail, Al Saffar has acquired the majority of shares in Casa from investing fund Globitas. “Excellent news”, the now former owner says in a statement: “Both companies operate in complementary markets and can benefit from each other’s strengths. It lays a great foundation for further growth.”
AAS Retail will not become a passive shareholder, which is immediately apparent: it has already appointed a new CCO. Frank Pruijn says he supports the “strategic plans and the new positioning of the shop concept”, adding that he thinks “the company is ready for the full integration of an omnichannel customer experience.”
The sale of a number of loss-making shops in the Netherlands appears to also be part of that strategic plan. The new owner plans to partner with other formulas of his group for procurement. In Sweden, Al Saffar owns the country’s largest department store chain, Ahlens.
