Sharaf DG, the electronics retail brand of the Sharaf Group is set to reposition itself as the ‘Electronics Destination’ of Dubai by offering residents and tourists a one-stop-shop for all their electronics needs. The ambitious expansion plan kicked-off today (April 21, 2007) with the opening of a 40,000 sq ft store in Deira City Centre.
The opening of the Deira City Centre store comes ahead of Sharaf DG’s launch of its flagship 100,000 sq ft store at Times Square Centre on Sheikh Zayed Road. The store, which will be launched in May 2007, will be Dubai's largest one-stop electronics store on a single floor, offering a whole new experience in electronics shopping.
The Sharaf DG store, located on level two in the West Court of Deira City Centre, will be the largest electronics store in the mall. It will feature the widest assortment of brands, from low end to the high end segment, across categories like consumer electronics, IT, telecom and cell phones, photography and gaming.
According to Nilesh Khalkho, Sharaf DG's head of merchandising and vendor relationships, Deira City Centre, which is the most popular mall in the region with the highest footfall, will now have a substantial presence in electronics retailing. Sharaf DG with its wide range, best value and trained staff promises to plug the gap and cater to the millions of consumers who visit the mall yearly.
Khalkho said: “The foundation of the Sharaf DG brand venturing into 'big box' format stores is the new business model being implemented for the first time in the region. We thank all our valued partners for their support and their confidence in helping us usher a new era of retailing in the electronics industry.
“Sharaf DG will take the lead in introducing this concept to Dubai and will position itself as the one stop electronics destination in the city. Besides offering the widest range of products at the best value, our stores will feature a knowledgeable sales force specially trained not to sell, but to help the customer buy."
Ibrahim Sharaf, President of the Sharaf Group, said: “Ours is a dynamic organisation and we believe our success is a result of relentless team efforts, innovation and our focus on exceeding customer expectations. Our existing store in Ibn Battuta Mall has been a hugely successful business proposition and within a short period the Sharaf DG store has become one of the anchor stores of Ibn Battuta Mall.
"Dubai is one of the world's top shopping destinations and electronics is always an integral part of the shopping list. We aim to make Sharaf DG the number one choice for tourist and residents alike."
Customers visiting the new Sharaf DG store at Deira City Centre will be offered an introductory 'Click n Win' promotion and can instantly win exciting prizes, including mobile phones, digital cameras and DVD players, upon purchase worth AED 300 or more from the store.
© 2007 Al Bawaba (www.albawaba.com)
