UAE’s upcoming electronics retailer E-City has opened its latest outlet in The Dubai Mall , one of the most prestigious premium malls in the country. This is the brand’s fourth outlet; the other three are located in Mall of the Emirates in Dubai, Sharjah City Centre Mall in Sharjah and Al Wahda Mall in Abu Dhabi. The Dubai Mall outlet is first of the seven stores scheduled to be opened during 2012-2013.
E-City, part of the Sharjah-based Al Batha Retail & Home Products Group, was launched in 2008 as its electronics retail arm.
Muhammad Ali Khan, General Manager, E-City General Trading LLC said: “Our parent Group is committed to retail business expansion. This vision has enabled E-City to achieve strong, double-digit growth. The tremendous growth is fuelled by rising demand for electronic gadgets like notebooks, tablet PCs, smartphones, cameras and gaming. Some of these categories that have registered an incredible 100% growth will be the focus products for E-City.”
Spurred by the phenomenal growth, E-City is positioning itself as a top gadget destination in the UAE. As over 75% of the business comes from these gadgets, the company has decided to focus on smaller footprint stores in fast-track locations as part of its expansion strategy.
UAE’s emergence as a global tourist destination has given a boost to the retail electronics market, which has prompted E-City to set up presence in leading malls.
“E-City is the region’s first technology convenience retail chain,” continues Ali. “It is the only store of its kind to offer a smart, friendly shopping environment with a strong focus on convenience, online shopping, and in-store and home repair services. By giving the customer a unique shopping and service experience, we want to be one of the region’s most notable success stories in the retail electronics space.”
The brand’s ambitious plan is to emerge, within the next five years, as a market leader in organized retail electronics in the Middle East.
The Group’s holding company, Al Batha Holding, is among the largest private business groups in the UAE covering sectors like automobiles, pharmaceuticals, contracting, manufacturing, electronics, FMCG, real estate and education.