E-City, a leading operator of a chain of multi-brand electronics retail stores across the UAE, said it plans to invest more than Dh35 million ($9.52 million) towards renovation of all its stores in the emirates.

It is the electronics retail arm of Albatha Retail & Home Products Group of Albatha Holding, one of the leading private business groups in the UAE.

The group maintains a staff of over 7,000 employees, consisting of more than 25 autonomous companies across diversified sectors such as automotive, healthcare, manufacturing, FMCGs (fast-moving consumer goods), engineering, electronics, food and real estate.

The move is expected to complement the company's confidence in driving in 25 per cent sales growth this year, said a statement from the company.

The renovation will cover all of E-City's stores spread across the UAE including its branches in the Mall of Emirates, The Dubai Mall and Mirdiff City Centre (all in Dubai); Al Wahda Mall and Dalma Mall (Abu Dhabi); Sharjah City Centre and Matajer Al Mirgab (Sharjah) and Fujairah Mall (Fujairah).  

Renovation of E-City's outlets will follow a design aimed at uplifting the brand's appeal - featuring key elements like new products added to its portfolio, a new signage and a more enhanced and engaging store plan, which are expected to help improve a customer's shopping experience, it stated.

Jaouad Dakir, the chief executive of E-City, said the investment is both timely and strategic as the country’s retailing industry is currently witnessing solid growth and development.

"The eight outlets will be carrying the company's new rebranding initiative, which showcases a new logo and identity that demonstrates E-City's unique concept of using technology, fixtures, lay-outs and displays that have never been used in today's industry and the markets," he stated.

The rebranding move fully complement the company's tagline, 'Experience the future of electronics,' which also covers the showcase of today's leading innovative brands and the products and services E-City offers - some of which have never been experienced or witnessed in the UAE, he added.-TradeArabia News Service