Daily News
From Home Furnishing Business
Ethiopia Gets Its First Ashley Showroom with Grand Opening
February 3,
2026 by Karen Parrish in Business Strategy, Industry 
On January 10, Yusra Home proudly unveiled its first Ashley showroom with a Grand Opening and Ribbon-Cutting ceremony. The 9,100 sq. ft. facility, located at Sub-city Lideta Woreda 08, House No. New, Addis Ababa, Ethiopia, marks a significant addition to the local community. Distinguished guests, including His Excellency Ervin Massinga, the Ambassador of the United States to Ethiopia; Kurt Haines, Ashley’s Executive Vice President of International Sales; Mark Marais, Ashley’s Vice President for Africa and other Ashley representatives joined the Yusra Home team in celebrating this milestone.
This location is the first Ashley store to open for Yusra Home and is the first to open in the country of Ethiopia. The Addis Ababa store will employ approximately 10 people. Ashley, the largest furniture store brand in North America and one of the world’s best-selling home furnishing brands, proudly serves over 75 countries across the world.
“We’re delighted to bring the exceptional Ashley shopping experience to the Ethiopian community,” stated, Yusra Nurhussein Reja, founder and CEO of Yusra Home. “This new store allows us to be closer to our customers and provide a world-class experience to our guests.”
The new store showcases Ashley’s innovative 7.0 store concept, a well-defined layout, organizing the space and providing clear style distinction for simplified shopping. Customers can explore complete styles & looks with detailed lighting, rugs, and wall art. Product offerings include bedroom, dining room, upholstery, leather, occasional tables, home office, youth bedroom, recliners, mattresses and accessories. Customers can also experience Ashley’s new bedding gallery featuring Ashley Sleep® and Nectar mattresses.
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