Emax exports ‘Big Box’ retail model to Saudi

Emax takes superstore approach to electronics retail in Saudi Arabia

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By  Julian Pletts Published  August 10, 2008

Electronics retailer Emax has unveiled the ‘Big Box', which it claims is the largest electronic store in Saudi Arabia.

Although Emax is already a prominent player in the retail channel in the Kingdom, the Emax Big Box seriously boosts the company's presence in the Saudi consumer space. The store boasts over 300 brands and 100,000 electronics, digital and electrical products.

"Any serious player in the Middle East electronic retailing cannot ignore the Kingdom from its road map; Emax is no exception," explained Neelesh Bhatnagar, CEO at Emax and City Plaza and director of the board of the Landmark Group.

Bhatnagar claims that Emax has been able to capitalise on the strength in Saudi of its parent group, Landmark, in terms of locations and understanding of the local consumer psychology.

"With Emax we plan to revolutionise technology retailing with its unique business model that combines the best brands, overwhelming product diversity, a range of never-before-customer-friendly-services and astonishing value, all in a large format store," proclaimed Bhatnagar.

He went further to assert that Emax has already set the trend in the UAE with the Sharjah Big Box store and that the company has taken the concept to the next level with the Bawadi Store.

"A lot of effort has gone into the shaping up of our first Big Box. We believe that the changing demands of the region have led to the need for such a retailing concept, which is prevalent in Western countries," added Bhatnagar.

Emax is not content to stop its march on Saudi with the latest opening and harbours aggressive expansion plans for KSA with more ‘large format' stores, including outlets in Hofuf in September this year, Madina in December and a further Big Box store in Jeddah. When the dust has settled by 2010 the chain has designs to have at least 20 stores in KSA - resulting from an investment of SR500m ($133m) - and to have achieved a turnover of $403m.

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