E-City to invest over AED35mn in renovation of its UAE stores


February 8, 2017 | By RetailME Bureau

E-City – the electronics retail arm of Albatha Retail & Home Products Group of Albatha Holding operating a chain of multi-brand electronics retail stores across the UAE – will invest over AED35 million to renovate all its UAE stores across.

Renovation of E-City’s outlets will follow a design aimed at uplifting the brand’s appeal – featuring key elements like new products added to its portfolio, a new signage and a more enhanced and engaging store plan, which are expected to help improve the shopping experience.

The renovation will cover all E-City stores across the UAE, including Mall of Emirates, The Dubai Mall, City Centre Mirdif, Al Wahda Mall, Dalma Mall, City Centre Sharjah, Matajer Al Mirgab and Fujairah Mall.

Post-renovation, the eight E-City outlets will carry the company’s new rebranding initiative, which showcases a new logo and identity demonstrating its unique concept of using technology, fixtures, lay-outs and displays. The rebranding move fully complements the company’s tagline, ‘Experience the future of electronics’.

“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,” says E-City CEO Jaouad 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.”

“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,” he adds.

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