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Fri 29 Jul 2016 12:02 AM

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Dubai's Al Futtaim hires London firm to create new retail brand

London creative agency Dalziel & Pow is appointed to create Homeworks, a new home improvement brand

Dubai's Al Futtaim hires London firm to create new retail brand
Dalziel & Pow has been appointed by Dubai-based conglomerate Al-Futtaim to create Homeworks, a new brand to add to its retail portfolio

London creative agency Dalziel & Pow has been appointed by Dubai-based conglomerate Al-Futtaim to create Homeworks, a new brand to add to its retail portfolio. 

With a growing interest in DIY and home improvement, a higher disposable income within an increasing middle class and a demand for a more organised western retail model, the time was ripe for Al-Futtaim to develop a primary home improvement brand in the MENA region, it said in a statement. 

Al-Futtaim entered the retail sector with the introduction of the IKEA and ACE franchises to the UAE in 1991. Over the years, Al-Futtaim has steadily increased its portfolio to represent over 90 fashion, electronics, home, lifestyle, toys and multi-brand retail brands.

The agency said it has started work, defining the store experience, creating a new brand identity and developing a graphic language for the Homeworks brand ahead of the launch of three planned stores across the MENA Region. 

Al-Futtaim will launch the concept in Jeddah, Saudi Arabia, and Cairo Festival City, Egypt later on this year and follow shortly with stores in Riyadh, the statement added.

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