Apple shop-in-shop in Plug Ins Abu Dhabi

RetailME Bureau

UAE-based consumer electronics and IT retailer Plug Ins has opened its first Apple shop-in-shop (SIS) concept zone at Marina Mall in Abu Dhabi.

The Apple SIS concept emulates a typical mini Apple store environment featuring the large wooden counters for product displays, back-lit, wall-mounted Apple logos and the full gamut of Apple products and accessories.


“Apple products collectively make up close to 15% of our total business and our investment in the concept zone is designed to provide our customers with a dedicated pre and after sales area that enhances the overall experience with the brand of their choice,” says Sean Connor, general manager, Plug Ins.


“Our Marina Mall SIS concept is the closest Abu Dhabi-based Apple fans can get to in terms of a brick and mortar Apple retail experience. We aim to grow Apple product sales by 30–40% across the UAE,” he adds.