Sharaf DG opens doors to ‘destination outlet’

GCC-based consumer electronics retailer Sharaf DG will open its flagship store in the Time Square Centre (TSC) mall later this month.

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By  Ronan Shields Published  March 6, 2007

GCC-based consumer electronics retailer Sharaf DG will open its flagship store in the Time Square Centre (TSC) mall later this month. The outlet will feature 100, 000 square feet of retail space and will raise the curtain on Sheikh Zayed Road’s TSC mall when it opens on March 21. The project is being touted as a ‘hybrid’ outlet offering consumers the variety of a ‘big-box’ store with all of the conveniences of a mall-based operation. Housing over 200 brands of consumer electronics goods across a range of categories the company has underlined its ambitions for the store to become a “destination outlet” for the UAE’s consumers. Nilesh Khalkho, head of merchandising & vendor relationships at Sharaf DG, outlined the company’s ambitions and strategy for the outlet: “The store is the result of huge investment on the behalf of Sharaf and we fully expect the returns to reflect the effort we have all put into this concept." While Sharaf hopes to attract a wide range of consumers, Khalkho noted that its core target demographic was the UAE’s middle class families. “We have planned to maximise the store’s footfall by ensuring the entire mall is as family-friendly as possible. Our research shows that male consumers [with families] are a key target in the Middle East’s consumer electronics market,” he said. “Sharaf DG has purposely chosen to open such a project in this a mall as it wanted to ensure that it would meet the retail needs of all sections of the family. “Consumers can purchase a broad spectrum of goods from our fully-comprehensive store departments which service all requirements. The outlet will stock everything from mid-level personal music players to specialised electronic equipment used on yachts.” The new outlet will add to Sharaf DG’s four-strong presence in the UAE representing a step away from its previous strategy of retailing through high street outlets.

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