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Tue 1 May 2007 03:07 PM

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Sharaf DG vows to usher in a new era of retailing

Electronics retailer declares its intent as it extends market coverage.

Power retailer Sharaf DG has outlined bold plans to "usher a new era of retailing in the electronics industry" after unveiling a 40,000 square foot store in Dubai's Deira City Centre.

Sharaf claims the store is the largest electronics outlet in the mall, featuring a wide assortment of technology brands across categories such as consumer electronics, IT, photography, gaming, telecom and cell phones.

The launch of the new store is the first step of a growth strategy aimed at the UAE market, which will see the power retailer introduce a new 100,000 square foot flagship store at Times Square Centre in Dubai.

Nilesh Khalkho, head of merchandising and vendor relationships at Sharaf DG, reckons that with its broad product portfolio and trained staff, the new Deira City Centre outlet promises to cater to the full spectrum of technology shoppers. "The foundation of the Sharaf DG brand venturing into ‘big box' format stores is the new business model being implemented for the first time in the region," he said.

Khalkho added: "We thank all our valued partners for their support and their confidence in helping us usher in a new era of retailing in the electronics industry."

He claims Sharaf DG is taking the lead in introducing this concept to Dubai and in doing so will position itself as the one-stop electronics destination in the city.

"Besides offering the widest range of products at the best value, our stores will feature a knowledgeable sales force specially trained not to sell, but to help the customer buy," concluded Khalkho.

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