German retailer and coffee brand Tchibo has opened its first branch in the Dubai Mall, offering a fusion of coffee and non-food items with new stock showcased on a weekly/periodic basis.

The Tchibo Shop & Tchibo Coffee follows the well-known Tchibo business model in Germany and across Europe, providing an unrivalled shopping concept that is unlike any other retailer the Middle East region has welcomed before, a statement said.

From its humble beginnings as a coffee mail-order firm, Tchibo expanded from just coffee, to coffee machines, clothing, household items, electronics and electrical appliances, in just a few years.

Toufic Kreidieh, CEO of BFLGROUP said: "This is the first Tchibo Coffee Shop to open in the region and we couldn't be more thrilled to introduce it in Dubai.”

“The Tchibo model has been instrumental in building buzz around the stores across Europe, successfully drawing in customers to its doors to enjoy their coffee and enjoy their shopping experience. We identified a need for our Tchibo Coffee Shop concept here and we are committed to expand further, with plans to open more stores across the GCC and the region."

Tchibo features each week a new range of affordable, innovative, and high-quality German products, each exclusive to, providing customers with choices and a shopping experience like no other, the statement said.

Yasser Beydoun, managing partner of BFLGROUP, said: "Tchibo was quick to recognise that lifestyle-oriented coffee lovers in Dubai want a modern coffee they can indulge on.”

“With Piacetto Espresso, the Tchibo Coffee Service has a brand which precisely fulfils the product expectations of this modern, urbane target group present in global cities like Dubai by incorporating the highest in authentic Italian espresso taste. With the opening of the Tchibo Coffee Shop in Dubai Mall, we anticipate the same success we witnessed across Europe to echo here in the Middle East."

Tchibo already owns and operates eight Tchibo shops around the UAE. – TradeArabia News Service