Dubai-based Landmark Group has announced the launch of VIVA, the Middle East’s first food discounter.
The firm, led by Renuka Jagtiani, chairwoman and CEO, plans to pioneer the concept of food discount retail in the Middle East.
The brand said it will offer a range of private label quality products for at least a 30 percent cheaper shopping experience.
The VIVA brand promises “Fresher, Cheaper, Better shopping to its customers", the company said in a statement.
The first VIVA store was launched on Wednesday in Grand Avenue Retail and Residence, Sharjah, with three other openings in Sharjah, Ajman and Dubai.
This launch will be closely followed with 11 more VIVA stores opening across the UAE in the coming months, Landmark added.
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.
Jagtiani said: “Landmark Group 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. The launch of VIVA is one more step in our journey to create value in the communities we serve.
“VIVA has been conceptualised keeping our 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.”
Georg J Fischer, CEO, VIVA, added: “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.
“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.”
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