Geek chic e-tailer opens for business

Dubai-based to offer unusual, design-oriented items online

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Geek chic e-tailer opens for business offers a range of design-oriented items.
By  Mark Sutton Published  January 7, 2013

A new Dubai-based online retailer focusing on ‘geek chic' items has opened for business., a startup operation, is intended to be a social and retail hub for shoppers and collectors to source design-oriented items sourced from around the world.

The site went live at the end of last year, and includes a heavy social element, including a loyalty and rewards program, a virtual economy and ranking systems. Items on sale on the site include designer furniture, foosball tables, figurines, electronics items, luggage, fashion items and art.

"The idea of is to combine shopping with a social community and gaming experience. The products are cool and funky - some are quirky things you might not need but will most definitely want. We've wrapped that in a cohesive social ecosystem where users earn points whenever they browse, shop, or play. As users earn incentives for social activity on and gain social recognition, they progress to unlock powers that give them exclusive services and rewards such as a personal concierge," said Rabih Ghandour, CEO,

"The model is disruptive to standard e-commerce because of the way it integrates gameplay, social recognition and unique products from around the globe, combining it into a thriving community with its own virtual currency. It is a platform that brings shoppers, gamers and design enthusiasts together. The aim is to make shopping a thrilling, entertaining and socially engaging experience. is essentially a shopper's paradise, with a little ‘geek' thrown in."

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