Reflections on Nordic Homeworx’ 20 Years in the UAE
By Pauline Madani, Founder and Managing Director at Nordic Homeworx
Pauline and Amir Madani at the opening of the new Nordic Homeworx showroom in 2024
This year marks 20 years since my husband Amir and I started Nordic Homeworx in a small warehouse in Al Quoz. In the early days, there was just Amir and I and a handful of team members, supplying and installing engineered wood flooring from Kährs of Sweden in a market where luxury meant marble and gold and minimalist Nordic design was still largely unknown.
Today, I am proud to see how far we’ve come. We are now approaching 90 team members, handing over hundreds of projects across the Middle East every year and working with designers, architects and developers who value that special feeling of warmth and timeless elegance that only a Swedish wood floor can bring.
Through Nordic Homeworx, I’ve also been fortunate to work on projects with strong Swedish connections. Providing flooring for “The Forest” at the Sweden Pavilion at Expo 2020, as well as for spaces like IKEA Festival Plaza, was a real privilege. Small ways of bringing a piece of Sweden into major moments here in the UAE. It has been just as meaningful to work with Swedish homeowners who want their homes to reflect the warm, cosy feeling of Sweden.
Pauline Madani as SBC´s Chairman at the SBC Midsummer Event 2023
Starting a business far from home was daunting, but from the very beginning, I found a sense of samhörighet — belonging — through the Swedish network here, and especially through the Swedish Business Council (SBC). That feeling of community has stayed with me throughout the years, and it has shaped the way we try to build Nordic Homeworx as well, working closely with our team, our partners and the wider industry to create a sense of belonging.
Over the years, I’ve had the privilege of being involved with SBC both as a board member and as Chair, and I have seen how the organisation has grown, not just in size, but in spirit. From being a young entrepreneur in 2006 to now being part of the CEO network, SBC has continued to be a constant source of connection, support and inspiration for me. I’ve also been fortunate to find many of my own team members through the SBC community over the years.
When I look back on these 20 years, what I feel most is tacksamhet — gratitude. Gratitude for the opportunities we’ve had, but especially for the Swedish community that has supported us throughout this journey.
After two decades in the UAE, I feel proud to be part of a community that continues to make Dubai feel a little more like home.
Here’s to the next 20 years!
Read more about Nordic Homeworx here.