According to the company’s senior executives, E-City will initially move towards reinforcing its presence in the UAE and gradually grow its market in the region. The efforts will commence during the second quarter of 2018, focusing on the opening of newer stores across the UAE and moving on to the Kingdom of Saudi Arabia and Oman. The initiative is also expected to help in the creation of job opportunities. To date, E-City’s stores are spread across the UAE including its branches in the Mall of Emirates, The Dubai Mall and Mirdiff City Centre (all in Dubai); Al Wahda Mall and Dalma Mall (Abu Dhabi); and Sharjah City Centre.

“Positive market forecasts and increased consumer demand has prompted us to roll out this bid for 2018, which is aimed towards making a stronger impact and marking our presence across the GCC region,” said Jaouad Dakir, CEO, E-City. “We have earmarked an investment of AED 67 million for the expansion efforts. The company will start its expansion in the UAE – specifically in Dubai’s Deira City Centre and three other locations in the UAE. For the GCC region, we will start broadening our horizon in Saudi and Oman. The move reflects our deep commitment towards providing our customers a unique experience into the future of electronics and what it can offer. This exciting news will play a key role in addressing the growing demand for gadgets and electronics in Dubai and across the GCC. We are continuously building up our portfolio in the region and our success stems from our innovation and thus results to customer loyalty.”

Dakir, who led the company’s AED 35 million renovation investment of all E-City outlets in the UAE, highlighted the potential of the KSA market, emphasizing that emerging technologies are expected to foster innovation, which could make radical changes in business models and heighten efforts to achieve the ambitious Saudi Vision 2030.

He added, “The KSA is a big market with a fast-growing segment for consumer electronics. Customers are always looking for a trusted and a reliable brand that is at the forefront of technology and E-City remains steadfast in its commitment to offer distinctive products and services delivered with a customer-centric attitude.”

More recently, the company was named as the ‘Most Admired Retailer of the Year – Consumer Electronics’ category of the ‘2017 Images RetailME Awards,’ which recognizes the region’s best retailers.

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The new store best reflects the company’s tagline, ‘Experience the future of electronics,’ as it showcases today’s leading innovative brands and their products. The newly renovated store will showcase a wide portfolio of electronic products and accessories–close to 10,000 products across 100 leading brands from drones, laptops, tablets, mobiles to TV’s, gaming accessories, electronic toys, wearables and cameras. In total there are eight E-City outlets spread across the UAE.

“We are very pleased to announce the re-opening of our newly renovated outlet in Dubai Mall, which is expected to consolidate our position as the Middle East region’s first ‘Technology Convenience Store. This new outlet has been carefully designed to uplift the brand’s appeal by featuring vibrant new products, a new signage and an improved store plan crafted specifically to the needs of our customers,” said Jaouad Dakir, CEO, E-City. “We would like to give our visitors and customers a truly unique experience–showing them the future of electronics and what it can offer. Looking around the new outlet is already an experience in itself as you will see the strong focus we have placed on innovative gadgets and electronic novelties”.

The new E-City store features the company’s new rebranding initiative, throwing the spotlight on its new logo and identity, which demonstrates its unique concept of using technology, fixtures, lay-outs and displays that have never been used across today’s retail segment. The technology and fixtures used are one of a kind, utilizing European standards. In fact, every inch of the store has been designed to give customer’s the benefit of convenience and a unique experience. Digital pricing and features have also been integrated to make it easy for customers to compare products–including QR codes to look up more info about the product on the internet via the mobile phone. Digital screens have been placed strategically around the store to broadcast E-City’s latest promotions and novelties.

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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.

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