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E-City invests more than AED 35 million in renovation of all its stores across the UAE

Move complements leading electronics retail firm’s bullish attitude of gaining 25 per cent sales growth in 2017

Jaouad Dakir - CEO - E-City

E-City, a leading operator of a chain of world-class multi-brand electronics retail stores across the UAE, has revealed its recent strategic move to invest more than AED 35 million in renovation of all of its stores across the UAE. The move is expected to complement the company’s confidence in driving in 25 per cent sales growth this year. Renovation of E-City’s outlets will follow a design aimed at uplifting the brand’s appeal–featuring key elements like new products added to its portfolio, a new signage and a more enhanced and engaging store plan, which are expected to help improve a customer’s shopping experience.

E-City is the electronics retail arm of Albatha Retail & Home Products Group of Albatha Holding, which is one of the leading private business groups in the UAE. The group maintains a staff of over 7,000 employees, consisting of more than 25 autonomous companies across diversified sectors such as automotive, healthcare, manufacturing, FMCG, engineering, electronics, food and real estate.

According to Jaouad Dakir, CEO, E-City, investing in the renovation of all its UAE outlets proves to be both timely and strategic as the country’s retailing industry is currently witness to a very positive business climate and continuing growth and development. The move also complements objectives set forth in the UAE Vision 2021 of His Highness Sheikh Mohammed Bin Rashid Al Maktoum’s, Vice President and Prime Minister of the UAE and Ruler of Dubai. The eight outlets will be carrying the company’s new rebranding initiative, which showcases a new logo and identity that demonstrates E-City’s unique concept of using technology, fixtures, lay-outs and displays that have never been used in today’s industry and the markets. The rebranding move fully complement the company’s tagline, ‘Experience the future of electronics,’ which also covers the showcase of today’s leading innovative brands and the products and services E-City offers–some of which have never been experienced or witnessed in the UAE. The company shared that the technology and fixtures to be installed and implemented across its stores are strongly unique–with every inch of the outlet carrying a design that is aimed towards giving customers the advantage of convenience and unique purchasing experiences.

“Over the years, we are proud of having been able to achieve a leading position in the country’s retailing industry, particularly the electronic retail segment. In line with this, we are living up to our promise of customer convenience and providing them a unique shopping experience with the implementation of a massive renovation initiative of our stores in the UAE,” said Dakir. “Once completed, all of our outlets will be able to give our customers the privilege to ‘Experience the future of electronics.’ The move to renovate complements our rebranding strategy–with a new logo and identity that consolidates our reputation of being a one-of-a-kind specialty consumer electronic store.”

The renovation will cover all of E-City’s stores spread across the UAE, which includes branches in the Mall of Emirates (Dubai), The Dubai Mall (Dubai), Mirdiff City Centre (Dubai), Al Wahda Mall (Abu Dhabi), Dalma Mall (Abu Dhabi), Sharjah City Centre (Sharjah), Matajer Al Mirgab (Sharjah) and Fujairah Mall (Fujairah).

“These new stores will showcase a redesign that incorporates a strategic lay-out aimed at improving the overall customer experience–a smart and friendly shopping environment for them to enjoy. The outlets will make use of the latest in innovative technology and digital visual merchandising to give an added ‘Wow’ factor and attract more customers into the store,” concluded Dakir.

About E-City General Trading LLC

E-City General Trading LLC was incorporated in 2008. Headquartered in Dubai, the company operates a highly successful chain of multi-brand electronics stores in some of the premium malls across the UAE. E-City is a multi-brand, multi-product, multi-service electronics retail concept, that sells more than 100 leading brands of consumer electronics, computers, telecommunication & home appliances. It is set to evolve its brand positioning as the region’s first ‘Technology Convenience Retail’ store.

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