Landmark Group has announced the launch of Viva, the first food discounter brand in the Middle East. A pioneering concept, it will offer customers a range of private label quality products at 30 per cent cheaper rate in the region.

The first Viva store was opened at Grand Avenue Retail and Residence, Sharjah, in the presence of Sultan Abdullah bin Hadda Al Suwaidi, the chairman of Sharjah Economic Development Department, said a statement from the company.

This is the first of four simultaneous openings in Sharjah, Ajman and Dubai, making it convenient for customers living in different communities across the UAE to have easy access to Viva outlets from day one of the launch, it added.

Speaking at the Viva opening, Renuka Jagtiani, the chairwoman and CEO, said: "Landmark Group, an international, diversified retail and hospitality conglomerate, has been built on the philosophy of listening to our customers and enriching their lives by offering meaningful quality products to them, that bring them great value," she explained.

"The launch of Viva is one more step in our journey to create value in the communities we serve," remarked Jagtiani.

It will be closely followed with 11 more Viva stores opening across the emirates in the coming months, she stated.

"The stores will operate in high density neighbourhoods to offer better and convenient shopping to customers. Each store will carry a range of more than 1,200 products that will cater to a customer’s full shopping trip," she added.

According to her, Viva has been conceptualised keeping customers at heart.

"By offering people the best quality household products at exceptional prices, our aim is to bring smiles to the community, and support the larger vision of the government to add happiness to the customer and the people of this country," she noted.

Viva CEO Georg J. Fischer said: "A food discounter concept is powerful and disruptive; customers will experience a different way of shopping where the highest quality at cheapest prices is found in a compact format all at one place. They get in and out of our stores effortlessly thus saving them time and money."

"The products at Viva have been hand-picked by a team of experienced professionals, sourced from the best markets in Europe and Asia, offering only the freshest and highest quality to our customers in the Middle East," noted Fischer.

Landmark celebrated the launch with several exciting activities and rewards. The first 100 customers were given golden gifts such as 55-inch LED TVs, digital gadgets, electrical appliances, Viva food hampers and cash vouchers. In addition, customers also got Dh10 discount vouchers and free products to take home.

“Our promise is the offering of a range of private label quality products for at least a 30 per cent cheaper shopping experience which will lead to savings to consumers that have never been seen before,” he added.-TradeArabia News Service