E-City, the electronics retail wing of UAE-based Albatha Retail & Home Products Group of Albatha Holding, has recently announced its strategic rebranding exercise.

The new move will denote a new phase in E-City’s transformation to grow beyond traditional electronic services available in the region and adhere to international standards.

E-City has devised plans to transfigure its existing business model by inculcating a fresh appeal within all the layers of the organization including a trendy revamped office. The firm will align itself with Dubai’s 2020 vision of innovation and development, embarking on a dynamic journey beginning 2016 to attain the position of a titan in the electronics sector, a statement said.

Jaouad Dakir, CEO of E-City said: “To thrive and stay relevant, we have decided to build on our customers’ trust in us and respond to their changing needs.  Our commitment to offer state-of-the-art products and services available to every household stems from the fact that Dubai has seen a remarkable advancement in the fields of technology over 25 years. Customers are always looking for a trusted and a reliable brand that is at the forefront of technology and we at E-City are devoted to offering distinctive products and services delivered with a customer-centric attitude.”

The reformed logo marks a combination of red, blue and white, which reflects the power of innovation and the brands commitment with its services and portfolio, the statement said.

In accordance to their new and improved approach, E-City will revamp its existing stores to maximize space and offer a unique shopping experience to customers. Slated for completion by mid-2016, all the E-City outlets will advocate the highest standards of quality and service excellence, the statement added.

 “People travel the world to witness new things, whether they are trends, gadgets, and technology. We at E-City want people to look no further than their neighbourhoods to indulge in top-notch products and services,” Dakir added.

The store is a one-stop- shop for any gadget enthusiast offering electronics catering to household, offices and hospitality needs, among others.

Albatha Group is one of the largest private businesses Group in the UAE, consisting of more than 25 autonomous companies in diversified sectors and has combined workforce of over 6,100. – TradeArabia News Service