Al-Futtaim to launch home improvement brand Homeworks

RetailME Bureau

Dubai-based retail conglomerate Al-Futtaim Group has decided to add a new international home improvement brand Homeworks to its portfolio.

Later this year Al-Futtaim will launch Homeworks in Jeddah, Saudi Arabia and Cairo Festival City, Egypt to be followed shortly by Riyadh.

The retail group has hired London-based creative agency Dalziel & Pow to create a new brand identity, develop a graphic language for the brand and define the store experience ahead of launching the stores.

Growing interest in do-it-yourself and home improvement, higher disposable income within an increasing middle class and demand for a more organised western retail model drove Al-Futtaim to develop Homeworks for the MENA region.