PARIS — Qatar Luxury Group said it would open the first boutique for its fledgling luxury brand Qela at The Pearl in Doha on Sept. 25, to be followed by a unit in Paris in the following months.

This story first appeared in the July 25, 2013 issue of WWD. Subscribe Today.

Qela, the Arab state’s first homegrown fashion brand, will offer clothing in line with local culture, according to Qatar Luxury Group. The brand will also sell leather goods, shoes, jewelry and made-to-measure clothes.

The collection is the work of a team of young designers of six nationalities.

“The Qela collection is sober; its lines are simple, almost minimalist, while showing a particular attention to detail in every item. The pure shapes and generous volumes, inspired by the curves of the desert, confer a feeling of well-being and comfort,” it added.

The stores will also serve as exhibition spaces for local artists.

“We wanted to create a timeless and tranquil space, a place where our visitors can escape and relax, and take their time to discover our collections in an artistic environment,” said Gregory Couillard, chief executive officer of Qatar Luxury Group.

As reported, the company has signed a lease on a store at 50 Avenue Montaigne in Paris, previously occupied by French luxury linens firm D. Porthault.

Qatar Luxury Group, which owns a majority stake in French accessories brand Le Tanneur, first revealed plans to launch Qela in 2011, adding that it intended to build a portfolio of brands.

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