A significant new player has entered Zimbabwe’s luxury retail landscape, as Elite Furniture, a landmark partnership between the renowned interior design and manufacturing firm Elite Interiors and the household retail giant TV Sales & Home, has officially opened its doors. Located at 65 Churchill Avenue, Harare, this single-branch flagship store aims to redefine the local home furniture market by offering a unique and curated retail experience. The store’s sleek, contemporary exterior, featuring a striking black and white façade with exposed brick and a prominent, circular Elite logo, immediately sets it apart, signalling a new era of sophisticated design.
The branding, powered by TV Sales & Home, is a clear statement of intent. Unlike its parent company, Elite Interiors, which specializes in bespoke interior design and the custom manufacture of furniture, curtains, and blinds, Elite Furniture focuses purely on retail.
This strategic distinction allows the brand to offer a wide and accessible range of high-quality, pre-made furniture and home goods, all under one roof. The store’s mission is to make luxury and sophisticated design attainable for a broader audience, with the tagline “Luxury for less” serving as its guiding principle. The seamless partnership integrates the design expertise of Elite Interiors with the retail muscle of TV Sales & Home, providing a comprehensive home-styling solution.
The store’s showroom provides a sensory and visually stunning experience, arranged into distinct living spaces that inspire and guide customers. The floor boasts a seamless integration of style and function. Visitors will explore a cozy and elegant living room vignette featuring a plush, white curved sectional sofa adorned with numerous decorative pillows.
A stylish, round coffee table with a slatted wooden base and a marble top serves as the centrepiece, graced by a pair of tall, textured bronze vases and two small candles. This arrangement, placed on a light-coloured rug, creates a calming, neutral-toned palette that showcases the brand’s dedication to sophisticated, timeless design.
The space also highlights a pair of high-backed, wing-back armchairs with striking white and grey pinstripes, embodying the brand’s commitment to the refined art of leisure. The “Kidjo armchair,” for instance, is a testament to this philosophy, a seat designed to grace any space with timeless sophistication. The showroom also caters to a variety of tastes and needs, with other curated spaces on display.
The furniture ranges from a stylish, tan leather sectional sofa, adorned with black and white patterned pillows, to a daybed with a light colored wooden frame and a woven cane back. For those who love the textured, cozy look of bouclé, the store provides a wide range of bouclé fabrics in gorgeous textures and tones. Shoppers are encouraged to see and feel the fabric samples in-store, a key highlight that emphasizes the brand’s customer-focused approach. Elite Furniture designs and makes bouclé furniture, from armchairs to full sofas and ottomans, to fit any space beautifully.
The bedroom displays are equally impressive, demonstrating the brand’s flair for refined elegance. A luxurious bedroom setup showcases a bed with a large, tufted, upholstered headboard in a light beige or grey color. A striking rectangular chandelier with multiple tiers of shimmering crystals hangs above, elevating the space to one of opulence and comfort. Another display features a bed with a tall, light grey, button-tufted headboard, complemented by pillows with a leaf inspired print in shades of green and gold, showcasing a modern yet natural aesthetic. These vignettes are designed to help customers envision their ideal home.
Beyond the major furniture pieces, Elite Furniture offers a comprehensive selection of home goods. Customers can explore beautifully organized built-in shelving units filled with various home decor items, from folded towels and blankets to decorative vases.
The store’s holistic approach to home styling ensures that every detail, from a large, wavy-framed mirror to a simple, glossy turquoise vase, is available to complete a space.
The strategic partnership leverages Elite Interiors’ design expertise and manufacturing prowess, ensuring the quality and elegance of the furniture, while TV Sales & Home contributes its extensive retail network and a vast range of household appliances. This synergy is a core part of the Elite Furniture brand, which aims to provide complete, integrated home solutions.
The partnership aims to open up to 5 branches in strategic locations across Zimbabwe, including Victoria Falls (their next stop). Currently, the single-branch model allows the brand to focus on providing a premium experience and exceptional service, setting a new standard for retail in the sector. It is a bold move that is set to reshape the market and provide Zimbabwean consumers with access to world-class home furnishing solutions.
