Axiom, a multi-brand, retailer of mobile devices, opened 21 new stores in 2013 and will register record sales in the year, said its founder and chief executive officer.

“2013 has been a whirlwind of business activity for Axiom, and we are well poised to deliver our best ever year,” added Faisal Al Bannai.

“Not only are we delivering a best-in-class retail experience, but we are also continuing to diversify wherever we feel we can add value and innovation. We have big plans moving forward with a host of industry-changing announcements due, as well as the phased roll out an extensive rebranding campaign.”

Twenty-one stores opened in 2013, and customer footfall has increased by 23 per cent. During the past year, Axiom recruited 300 new employees, which is a hiring increase of 37.7 per cent on the 218 that joined the company in 2012.

The company now employs over 2,500 staff, operates over 600 retail points and reaches in excess of 4,000 points of sale across the Middle East, making it by far the region’s leading mobile retailer and distributor.

The company has also been busy implementing store enhancements throughout the region. New initiatives include dedicated tablet and smartphone demonstration zones, LCD networks to highlight key offers and improve customer interaction, as well as a dedicated brand ambassador program to strengthen the customer-product/service relationship.

The Axiom brand has also been strengthened by new distributor relationships with leading brands such as Huawei, Belkin, and Lenovo and, in June, it joined forces with BlackBerry to open the smartphone icon’s first flagship store in the Middle East at Dubai Mall.

“Axiom is committed to raising the bar for corporate social responsibility in the region,” added Al Bannai.

“It is healthy for us to do this, and it ensures we are always thinking about new ways to improve processes, performance and reputation.” – TradeArabia News Service