OUR STORY

HOUSTON, TX — Adrian Dueñas, born in Ecuador and raised in an international milieu, is owner and CEO of the award-winning home décor concept BeDESIGN, a nationally recognized luxury furniture showroom in Houston’s chic Montrose neighborhood. The BeDESIGN concept, born six years ago out of love for art, design and culture, came when Dueñas identified Houston as a market on the cusp of explosive growth and seized the opportunity to bring new brands to a city uniquely equipped to adopt a diverse portfolio of contemporary luxury.

After exceeding first-year sales projections in the midst of an oil downturn, Dueñas and his partner Marcelo Saeñz persuaded the storied Italian brand Kartell to enter the Houston market with a new flagship store in the River Oaks Shopping Center — a move that would launch BeDESIGN into additional exclusive partnerships with other European home decor brands and the wide ranging roster of new-to-market products that come with them.

Through shrewd business acumen, Dueñas has evolved Houston’s luxury furniture options in new directions with both established and fledgling European luxury brands, creating a heretofore unforeseen level of supply and demand in the process. Working tirelessly to cultivate relationships with some of the world’s most exquisite and sought-after brands – including Molteni&C, Paola Lenti, Flexform, B&B Italia, and Ligne Roset – their diligence has given them the competitive edge of becoming the exclusive representative for dozens of celebrated brands.

BeDESIGN operates under the umbrella of Dueñas’ Madrid-based interior design firm Welcome Design, which began as a modest designer-driven shop and has evolved into an international hospitality design company with commercial projects throughout Europe and North America — including major projects in Mexico employing Houston-based designers and developers.

BeDESIGN’s original parent company, Promostock, operates in South America and Houston as a producer of promotional items for large corporations like Nestle, Unilever, and Procter & Gamble.

BeDESIGN continues to strategically build their distribution network in Texas and North America as well as international markets, laying the necessary foundation to bring additional designers, artists, and risk-averse brands to an increasingly important, but relatively untested luxury market. While already a destination for interior decorators, architects, design professionals and private clients, BeDESIGN is undergoing a major expansion which will position it as the largest showroom for luxury Italian furniture, custom kitchens and closet systems in the United States.

Apart from growing his business, Dueñas actively participates in several non-profit organizations. He is personally committed to campaigning for Human Rights and AIDS awareness as a board member of AIDS Foundation Houston and supporting the arts by chairing the 2022 Contemporary Arts Museum Gala and Art Auction. BeDESIGN has been enthusiastically received by the Houston community, while Dueñas himself has become a staple in social circles and the design world from Texas and New York to Milan, Barcelona and beyond.