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Sharaf DG debuts in Dubai Mall

by Stuart Wilson, Thursday 6 November 2008

When the world’s largest shopping mall opens in Dubai, you can bet your bottom dollar that some of the biggest names in the Middle East IT and consumer electronics retail sector will be cutting the ribbon at brand spanking new outlets, looking to capture their fair share of the consumer wallet. UAE retail powerhouse Sharaf DG is one such retailer.

Sharaf DG’s new store in Dubai Mall comes after last month’s opening of a store in Bahrain – the first time the retailer had ventured outsided the UAE. The company will also shortly open a Sharaf DG 4U concept store in the Mankhool area of Dubai. These three stores will mean that the total retail space controlled by Sharaf DG will hit 230,000 square feet. With more store openings in the pipeline, this figure looks set to increase even further.

Nilesh Khalkho, CEO at Sharaf DG, speaking at the opening of the outlet in Dubai Mall, commented: “There is a lot of similarity between Dubai Mall and Sharaf DG and thus it made perfect sense for us to open up a store in this prestigious and world class shopping mall. Dubai Mall is the region’s premier shopping, lifestyle and entertainment destination and Sharaf DG is the region’s premier electronics and IT shopping destination.”

“Dubai Mall offers the shopper everything - with the largest offering of stores across categories. Sharaf DG stands for everything in electronics, stocking the widest range of brands in the region across categories like consumer electronics, home entertainment, IT, telecom and photography at the best value and backed with trained, friendly service,” he added.

The Sharaf DG outlet in Dubai Mall is 22,000 square feet and will feature a new concept, which the retailer describes as ’touch and feel display’. This open display allows customers to use cameras, cell phones and MP3 players and get a hands-on experience with a chance to test-drive the features and functionality of the products. Sharaf DG claims that it is moving away from ’glass case’ retail display, which in most cases stock ’dummy’ products.

The new Sharaf DG 4U store will stock only the fastest moving electronic and IT products across all categories and not the whole range. The 5,000 square feet store in Mankhool is located in the heart of Dubai and will feature special promotions referred to as ‘hot deals’ as well as the ’touch and feel’ displays.

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November, 2019

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