The Lootah Group said its Dh200 million ($54.5 million) chain of high-end neighbourhood super-centres under the flagship brand ‘SouqExtra!’ will be rolled out at four locations in Dubai in the third quarter of 2008.

The outlets will be located at Ewan Residences, Al Barsha, Al Quoz and Al Muhaisnah.

This will be followed by opening of outlets in Ras Al Khaimah, Al Ain, Abu Dhabi and Sharjah, as well as expansion to GCC countries in 2009, said Saleh Abdullah Lootah, director of SouqExtra!

'Since launching the concept at Cityscape 2007, SouqExtra! has generated immense interest among different sectors,' said Lootah.

'We have been in active discussions with landlords, real estate developers and government bodies in all Emirates who have commercial plots for long term investments. Simultaneously, we are in negotiations with our GCC partners to export the concept to GCC countries.'

Lootah said work on the uniquely designed neighbourhood centers had already begun at the four locations, and operations staff has already been recruited.

Each SouqExtra outlet will have a uniform look, but the size may differ depending on the needs of specific communities and area available.
 
Super-centres, which are common in the West, are neighbourhood community-focused centres, with integrated primary services like a high-end grocery, kids' play area, fast food outlets, coffee shops, full-fledged gymnasium, salon, photo shop and community hall, all designed to help the community meet their daily needs without having to drive to big centres or supermarkets.
 
'Currently, small groceries meet the needs of most areas of Dubai, but their hygiene and quality standards are questionable. SouqExtra! will fill the vacuum and provide fresh and quality food items as well as community services,' said Lootah.
 
'Extra!,' the high-end supermarket within SouqExtra!, will ensure fresh products of daily use, including vegetables and fruits, seafood, cheese and dairy, meat, bakery products (from in-house bakery) and other items found in large groceries, Lootah added.
 
'With the launch of Phase 1 of SouqExtra, we will be adding 500,000 sq. ft. of retail space in UAE,' said Irfan Saraaf, concept and commercial development officer of SouqExtra!

'SouqExtra! will appeal to all consumers as our core positioning is about Convenience, Freshness, Quality, Family and Community. With SouqExtra, families won't have to commute through congested roads just for their daily needs. They won't have to spend their quality time on roads, trying to reach shopping centres.'

SouqExtra's tagline 'My Favourite Place' sums up the concept's unique sales proposition. The gyms, for instance, will offer the full range of fitness equipment, complete with a trainer. The community hall will be rented out to residents for hosting parties, national days and other community activities.
 
Each SouqExtra! outlet will occupy an area of 50,000 to 100,000 sq. ft. and boast a unique common design with a friendly ambience and ample parking spaces, to serve as a one-stop shop for day to day needs of the community. TradeArabia News Service