By Staff writer
London creative agency Dalziel & Pow is appointed to create Homeworks, a new home improvement brand
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.For all the latest retail news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.