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Extra promises entertainment

Saudi Arabia’s fast-growing dedicated consumer electronics and IT retail outlet Extra will showcase its full range of IT-related products at Gitex Saudi 2006, from vendors including Dell, Sony, Acer, LG, BenQ and Epson.

Saudi Arabia’s fast-growing dedicated consumer electronics and IT retail outlet Extra will showcase its full range of IT-related products at Gitex Saudi 2006, from vendors including Dell, Sony, Acer, LG, BenQ and Epson.

Owned and operated by the Saudi-based United Electronics Company (UEC), Extra has proved a major hit with Saudi consumers. The flagship Extra outlet in Jeddah occupies an area of 6,000 square metres and stocks more than 20,000 products. UEC is reportedly investing more than US$200 million in expanding the retail network to encompass 15 stores in various locations across the Kingdom. Ammar Issa, marketing manager for Extra, attributes the retailer’s rapid growth in Saudi Arabia to its focus on entertainment in the consumer space.

“Extra is not only a concept of retail space, but it’s a concept of entertainment,” he says. “It is designed to showcase our range of technologies in an environment that is appreciated by families. We have a coffee shop inside the store, and a dedicated electronics section where kids can test technologies. That has been key to our success.”

Issa describes Gitex as “a very important event” for the retailer. “We hold back most of our key IT-related product releases for the Saudi market for Gitex each year,” he says.

“The show also provides us with a great opportunity to showcase the Extra retail concept to visitors from across the region,” he says. “We have been established for three years and are now the market leader in Saudi. We want to demonstrate new ideas and new innovations.”

“Visitors to our stand will see the latest IT technologies, including laptops, printers, projectors,” he concludes.

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