Emax, the Middle East’s fastest growing electronics retailer, today (March 31) opened its first store in Dubai, the largest of its kind in the emirate.

The store, at the Oasis Center on Sheikh Zayed Road. is spread over 115,000 sq ft and will offer more than 300 brands of consumer electronic goods and electrical appliances.

Neelesh Bhatnagar, chief executive officer, Max Electronics, explained that Emax, which is the retail division of Max Electronics and part of the Landmark Group, has extensive plans for expansion in Dubai and across the GCC region as well.

He said: “We are extremely pleased to be launching our flagship store in Dubai at the Oasis Center and this new outlet is a significant stepping stone in our plans to expand Emax’s presence across the UAE and the region as a whole.”

Established in June 2005, Emax has grown rapidly with 11 stores across the GCC countries, and plans to open a total of 33 outlets in the region – eventually covering more than 1.5 million sq ft and reaching a turnover of Dh2.2 billion ($600 million) by 2010.

“The Emax store at Oasis Center has been designed to seamlessly enhance the shopping experience and I extend a warm welcome to everyone to visit the store and experience the great ambience, helpful, friendly and insightful staff, and of course the wide array of products and services we have to offer,” Bhatnagar said.

Emax has been at the forefront of developing some of the most unique retailing concepts and pioneered the big box retail format in the Middle East.

It offers a range of goods and services in consumer electronics as well as related merchandise such as computers, computer software and peripherals, video games, music, DVDs, Blu-ray discs, mobile phones, digital cameras, car stereos and video cameras, as well as home appliances such as washing machines, dryers, and refrigerators.

It also markets lighting solutions, outdoor and camping gear, baby care products, and furniture, and is positioning itself as the one-stop shop for all sorts of consumer electronic goods and services.

“Emax has established itself as a leading consumer electronics retailer in Abu Dhabi and Sharjah, and now with the opening of its store at the Oasis Centre-the largest electronics store in Dubai, it is all set to take the city by storm,” Bhatnagar concluded. – TradeArabia News Service