New electronics outlet enters Dubai market

Al Batha Group of Sharjah, a private UAE-based business group, has opened E-City in Wafi Mall

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By  Julian Pletts Published  March 4, 2009

The Al Batha Group of Sharjah, a private UAE-based business group, has become the latest entrant into the Dubai retail channel by opening E-City, an electronics and IT outlet in Wafi Mall.

“E-City is a concept whose time has come,” claimed Mueez Rahman, CEO of the retail brand. “There’s a need to offer the precise brands, products and models the customers need. The E-City concept understands that and offers customers only world class brands across a wide range of products.”

The firm makes the assertion that the store is the first “super-speciality” electronics store in the Middle East. Rahman says this means that consumers are looking for a complete electronics experience, which includes servicing and maintenance, and that it is no longer sufficient to just sell the latest gadgets and appliances.

He also promises that E-City technicians will be made available to service any electronics product regardless of place of purchase. “Our service squad is the only one of its kind in the entire Middle East,” said Rahman. “The squad is available to service any gadget or appliance purchased anywhere.”

The company has yet to disclose whether there will be a charge for this service if the product was bought from a competing retailer.

The location of E-City inside the Wafi shopping complex was a carefully considered decision and is a key part of the retailer’s market strategy in attracting a specific consumer demographic.

“Our choice of Wafi was a result of a lot of research,” said Rahman. “Wafi gets only quality footfalls. The visitors here are serious shoppers, not casual onlookers. And because it’s a niche mall, the percentage of genuine buyers is high.”

Al Batha has expressed further ambitions to open another E-City store in Dubai’s Mall of the Emirates.

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