The DARA brand, previously named “Mood Fantasia”, was established in 1998 and specializes in offering high-end customer group customized furniture of high quality and taste with its customers from high-end fields like government institutions, foreign ventured companies, fashion celebrities, performing art professionals and embassies.

In 2002, the new name DARA, which originated from an aristocratic French family name of elegance and nobility, was given to the products for better promotion throughout the world. In the same year, the “mixed matching” concept of furniture brought forward by the company itself was further improved helping to create the three styles of furniture involving the sub-tropical style, the new Chinese style and the metropolitan style.

In 2005, DARA formally came into brand operation and re-integrated its operational concept focusing on retailing stores as pilots and established a new living concept that both characterized in prevailing fashions and esteemed for a graceful and natural living concept that centers round the experiencing of domestic life while creating a positive and “in” lifestyle.

In 2007, DARA introduced five styles which were the Buddhist style and country style in addition to the original three styles. Products were continuously enriched and brand competitiveness largely reinforced. Brand image retail stores ranged 300 m²~3000m² were set up in five fad places like Sanlitun business ring, 798 Art Section and Wuhuan Huantie Art Section known as “Post 798 Art Section”.

 DARA has completed its processes and specific measures for brand operation on an overall basis forming a brand join-in system radiating nationwide from the DARA brand and targeted at building a fashionable lifestyle. A brand join-in store established in Nanjing suggests a perfect start for promoting the DARA brand across the country. DARA is the expert in interpreting and constructing a fashionable lifestyle as well as “a new symbol for a fashionable life”.

                      

President: