Emax straight out of the box

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By  Published  December 1, 2006

Consumer electronics retailer Emax has opened the Middle East’s largest ‘big-box’ store in Sharjah, signalling a major shake-up in the region’s retail sector. As ECN revealed earlier this year, Emax is planning massive retail expansion in the GCC over the next 12 months. The Sharjah store, which boasts 135, 000 sq feet of floorspace, is the first of eight such stores planned by Emax, with further outlets scheduled to open in Bahrain, Dubai, Saudi Arabia, Qatar and Oman. Emax concept head Deepak Srivastava said rapidly escalating mall rental prices had forced the retailer to shift its focus to establishing stand-alone ‘big box’ outlets. “Mall-based rental prices, particularly in Dubai, are simply unviable,” he claimed. “Sharjah’s comparatively cheap rental costs and booming economy make it an ideal location for us to launch this venture in the region. The ‘big-box’ outlet is a concept we plan to introduce in various locations across the Middle East.” Srivastava predicted the new store would attract consumers from neighbouring emirates, largely because of its location and the fact it stocked a vast range of brands under one roof. “We’re confident the store will attract customers from across the UAE, as its prime location and appealing design will offer consumers a unique shopping experience,” he said.

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