U.S. furniture Giant Ashley Opens Second Ethiopian Branch

Yusra Home, the exclusive distributor of Ashley Furniture in Ethiopia, has officially opened its second showroom in the country. This move is stated to further strengthen the American furniture giant’s footprint in the East African market.

The new branch, opened in the Gourd Shola area of Addis Ababa, follows the successful opening of the first Ashley showroom in January 2026. Located in the Lideta Sub-City and spanning 9,100 square feet, the first store marked Ashley’s initial market introduction to Ethiopia.

Speaking at the inauguration ceremony held on June 28, 2026, Mark Marais, Vice President of Ashley Furniture for Africa and the UK, stated that Yusra Home has met the standards expected by Ashley Furniture, thereby earning its dealership and supplier certification.

Mark also expressed that Ashley Furniture is proud to supply its products to Yusra Home through a franchise model. He further expressed his admiration for the city, noting that Addis Ababa, as the capital of Africa, is showing visible growth and is well-suited for the market they intend to create.

Yusra Nurhussein, the founder of Yusra Home, recalled that it took two years to bring Ashley Furniture into the country and stated that additional branches will be opened in the future.
Founded in 1945, Ashley Furniture has over 1,100 HomeStores worldwide and operates in more than 75 countries. The company’s entry into Ethiopia is part of its strategic expansion plan on the African continent, where it currently has a presence in countries like Ghana, South Africa, and Mauritius.

Led by its Founder and CEO, Yusra Nurhussein Reja, Yusra Home solidified its exclusive partnership with Ashley through an agreement signed in July 2025 at the National Palace in Addis Ababa. This partnership aims to modernize the Ethiopian furniture industry by introducing international standards in manufacturing, design, and retail sales.

During the initial contract signing ceremony, Yusra Nurhussein Reja stated, “We are greatly honored to welcome Ashley Furniture to Ethiopia.”

Ervin Massinga, the U.S. Ambassador to Ethiopia, who attended the inauguration as a guest, stated that the entry of Ashley Furniture into Ethiopia will strengthen trade ties between the United States and Ethiopia, and extended his congratulations to Yusra Home on opening its second branch.

It was noted that customers and hotel investors can find these user-friendly and modern Ashley Furniture products at the Yusra Home display centers located at the Century Executive Tower in Bole Atlas, Addis Ababa, as well as the Bisrate Gabriel Allmart Supermarket building, and now at the Gourd Shola showroom.

The Ashley showrooms showcase the company’s modern 7.0 store concept, which features well-organized displays of bedrooms, dining rooms, sofas, home offices, and a complete mattress collection including Ashley Sleep and Nectar products.

As North America’s largest furniture store brand, Ashley Furniture Industries continues its expansion in Sub-Saharan African countries by identifying Ethiopia as a key growth market.