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Electronics retail powerhouse Sharaf DG opens store at Abu Dhabi Mall
The new store, which will stock leading international brands and over 14,000 electronic products in just one location, will also boast a series of unheard of offers from the likes of Samsung, LG, Nikon, Canon and Philips, to name a few.

Speaking on Sharaf DG’s expansion plans, Mr. Yasser Sharaf, MD, Sharaf DG, commented: “Sharaf DG has been witnessing a steady growth in sales, primarily on account of our attractive promotions, exhaustive product range, and excellent customer service. This has encouraged us to continue with our ambitious expansion plans in the GCC. 2011 is a year of new opportunities for us and with stores set to open in prime locations across the UAE, we are confident of continued success in the retail market! Abu Dhabi is just the beginning…”

Mr. Nilesh Khalkho, CEO, Sharaf DG, added: “Sharaf DG is known in the market as leading the retail ‘evolution’ and bringing innovation to the industry. Dubai and Sharjah have already witnessed it and now it’s time for Abu Dhabi to experience the largest electronics destination in the region”. Speaking on the main USP of this new store, i.e. the 24-hour Brand promise, he said: “Our numbers speak for themselves. Over the last two years, more than 21,000 customers have asked for products under Brand Promise, out of which 202 customers have even got it Free! We, as your electronics destination, stand by our assurance that if we do not deliver your product claim within 24 working hours, you get it absolutely free!”

The store in Abu Dhabi Mall is located in the heart of the city and has been built on the popular ‘Big Box concept’ showcasing an expansive range of electronics across categories like Consumer Electronics, Home Entertainment, IT, Telecom, Home Appliances, Marine Electronics and much more. This makes it the ideal shopping destination for customers looking for the best offers on the most popular products in the market.

Continuing with the recent success of Sharaf DG’s “touch and feel display”, the display of this store will also make for a well informed purchase and unique shopping experience as it will allow customers to pick up products and get a hands-on experience with a chance to test-drive the features and functionality of all the products on offer before buying. This is contrary to the usual ‘glass case’ retail display which in most cases stock ‘dummy’ products.

The opening marks the start of Sharaf DG’s ambitious expansion plans for Abu Dhabi. Currently operating fifteen stores in the UAE and one in Bahrain, Sharaf DG has already lined up a second Abu Dhabi store in Mushrif Mall. 2011 will also see Sharaf DG covering the untapped markets by expanding their reach in Al Ain and Fujairah in the UAE.

About Sharaf DG: Sharaf DG, a part of the Sharaf Group, is a whole new concept in Electronics Retailing in the UAE conceived to meet the growing demands of the discerning customer. The stores in Ibn Batutta Mall, Deira City Center and Times Square Center are designed to international standards is a benchmark in store sophistication and customer friendly design.

Sharaf DG is not just an electronics store, but a new lifestyle experience where customers can find the widest range of brands in the region across categories like Consumer Electronics, Home Entertainment, IT, Telecom, Home Appliances, Marine Electronics and much more.

Sharaf DG has also ventured out into other formats of shopping through its sub-brands: Sharaf DG4U and DG+. While Sharaf DG4U stores are concept stores, smaller than the traditional large-scale ‘big box’ outlets and designed to stock only the fastest moving models across all electronic and IT product categories, DG+ boutiques on the other hand are chic and sophisticated stores catering to luxury lifestyle seekers.

Sharaf DG opens in Bahrain

UAE’s Largest Electronics Store opens first store in
Bahrain City Centre Dubai, United Arab Emirates, December 15, 2008: Sharaf DG, the UAE’s largest electronics retailer, has embarked on an ambitious expansion strategy in the GCC by opening its first store outside the UAE on 15th December 08 in the iconic Bahrain City Centre Mall, the largest shopping mall in the Kingdom. The 50,000 square foot Sharaf DG outlet is located on the second level of Bahrain City Centre and marks Sharaf DG’s first venture into other Middle East markets. The Bahrain store launch follows the recent opening of the Sharaf DG outlet in Dubai Mall and adds to Sharaf DG’s family of existing stores in Ibn Battuta Mall, Deira City Centre, Times Square Center, Abu Dhabi Duty Free and at Mankhool recently. To commemorate the opening, the store in Bahrain offer exclusive store opening killer offers across the entire range of electronics, home appliances, IT products and other gadgets for a limited period only. Bahrain is one of the most popular tourist destinations in the Middle East which attracts over two million tourists a year thanks to the awareness about the country’s rich heritage and governments’ efforts in developing large-scale tourism projects and world class events like the Bahrain Grand Prix. Figures released by the World Travel Council recently show that Bahrain's tourism revenue is expected to reach US $10 billion by 2017.

Mr Nilesh Khalkho, CEO, Sharaf DG
commented on the store opening, “We have great confidence in the thriving economy of Bahrain. There exists a certain freedom in Bahrain, which attracts especially female shoppers and expats from other Gulf States. This, coupled with a steady stream of international business visitors, tourists and, increasingly, motor sports fans, means that malls are invariably packed with shoppers. Currently none of the stores in Bahrain offer consumers what Sharaf DG promises ie. A wide choice of brands and the lowest price guarantee on all products. All these factors greatly influenced our decision to open our first store outside the UAE in Bahrain. We are planning to open around 25 stores in the GCC over the next few years”. The one-stop shop in Bahrain City Centre will follow the big-box model of the existing Sharaf DG stores where customers can find the widest range of brands in the region across categories like consumer electronics, home entertainment, IT, telecom and photography. The store will also offer the ‘Lowest Price Guarantee’ which assures customers that the prices of all products sold at Sharaf DG are the lowest when compared with any other hypermarkets and retail stores located in malls.

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40,000 sq ft store will be prelude to the launch of Dubai's largest one-stop electronics store at Times Square Centre on Sheikh Zayed Rd
(Dubai April 21, 2007):Sharaf DG, the electronics retail brand of the Sharaf Group is set to reposition itself as the ‘Electronics Destination’ of Dubai by offering residents and tourists a one-stop-shop for all their electronics needs. The ambitious expansion plan kicked-off today (April 21, 2007) with the opening of a 40,000 sq ft store in Deira City Centre. The opening of the Deira City Centre store comes ahead of Sharaf DG’s launch of its flagship 100,000 sq ft store at Times Square Centre on Sheikh Zayed Road. The store, which will be launched in May 2007, will be Dubai's largest one-stop electronics store on a single floor, offering a whole new experience in electronics shopping. The Sharaf DG store, located on level two in the West Court of Deira City Centre, will be the largest electronics store in the mall. It will feature the widest assortment of brands, from low end to the high end segment, across categories like consumer electronics, IT, telecom and cell phones, photography and gaming. According to Nilesh Khalkho, Sharaf DG's head of merchandising and vendor relationships, Deira City Centre, which is the most popular mall in the region with the highest footfall, will now have a substantial presence in electronics retailing. Sharaf DG with its wide range, best value and trained staff promises to plug the gap and cater to the millions of consumers who visit the mall yearly.

Khalkho said: “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. We thank all our valued partners for their support and their confidence in helping us usher a new era of retailing in the electronics industry. “Sharaf DG will take the lead in introducing this concept to Dubai and 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." Ibrahim Sharaf, President of the Sharaf Group, said: “Ours is a dynamic organisation and we believe our success is a result of relentless team efforts, innovation and our focus on exceeding customer expectations. Our existing store in Ibn Battuta Mall has been a hugely successful business proposition and within a short period the Sharaf DG store has become one of the anchor stores of Ibn Battuta Mall. "Dubai is one of the world's top shopping destinations and electronics is always an integral part of the shopping list. We aim to make Sharaf DG the number one choice for tourist and residents alike." Customers visiting the new Sharaf DG store at Deira City Centre will be offered an introductory 'Click n Win' promotion and can instantly win exciting prizes, including mobile phones, digital cameras and DVD players, upon purchase worth AED 300 or more from the store. For more details visit www.sharafdg.com Notes to Editors: About Sharaf DG Sharaf DG is part of the Sharaf Group, one of the UAE’s respected business houses with operations in diversified fields such as Shipping, Travel, Logistics, Real Estate, Manufacturing, Information Technology and Fashion, and Electronics retail.

The group has operations in the Middle East, Indian Sub Continent, South East Asia, North, East, South Africa and Red Sea. The group started operations in 1976 with an electronics store in Dubai and since then it has flourished, carving out a reputation and niche within the electronics industry. In April 2005 Sharaf DG launched its first store in Ibn Battuta Mall, reflecting the changing face of Dubai and to meet and exceed the growing expectations of electronics consumers. The strength of Sharaf DG is a wide assortment of products at the right price, an advanced store design and the Sharaf assurance of excellent customer service. Today Sharaf DG is one of UAE’s leading retailing brands. The Sharaf Group employs over 4,000 well trained, multi national staff from over 25 countries. The group is founded on the principle of building long lasting relationships with customers, partners, and suppliers.

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DG+ opens outlet in Dubai Marina Mall and repositions itself from high-end audio video store to luxury electronics boutique
Dubai, United Arab Emirates, January 13, 2009: Sharaf DG, UAE’s largest electronics retailer, announced the opening of the second DG+ boutique in the upscale Dubai Marina locale. The chic and sophisticated store catering to luxury lifestyle seekers has extended its product range to include not only the widest range of the world’s leading high-end audio video brands but also very select, top of the range award-winning models of notebooks, hand-phones and photography equipment. Speaking on the occasion of the DG+ opening at Dubai Marina, Mr Nilesh Khalkho, CEO, Sharaf DG, commented “Dubai is characterized by a large and growing segment of sophisticated consumers who live life ‘king size’ and enjoy the finest luxuries. When DG+ launched in Times Square Center as a lifestyle audio video boutique, the response was overwhelming.

Our clientele includes several distinguished figures from the local community as well as the corporate world. This prompted us to consider opening the second store at Dubai Marina, the epitome of luxurious living in the emirate. Taking into account customer feedback, we also decided to enlarge the store concept at both addresses to include the elite, hand-picked models of three additional product categories– laptops, cell-phones and cameras. This means, if you are looking for anything top of the line in electronics, DG+ is the place” DG+ is strategically classified into zones which include a lounge area, Concept Rooms, Cinema Rooms and Audio Room. The lounge area focuses on lifestyle home theater and audio video products for the living room. There are also display areas for the hand-phones, notebooks and photography equipment.

The Concept Rooms are tech zones for the audio video (A/V) enthusiast and display various solutions for A/V products including in-ceiling speakers, multi-zone audio, universal remote controls and media servers. The Cinema Rooms which are the highlights of DG+ feature high-end sophisticated equipment such as best-in-class sound systems, home cinema projectors & automated control systems for the ultimate at-home cinema experience. This zone, aimed at the affluent movie buff, was built with careful planning and detailing using state-of-the-art sound proofing, acoustic treatment and floating floors. The Audio Room is for the true audiophiles and boasts the finest audio equipment from the best brands in the world including Burmeister, Dali, Sunfire, Mordaunt Short, Magnat and Anthony Gallo to name a few which are not available at any typical retail store. Auditioning of the equipment in this room can be done only on prior booking of a slot and the customer is advised to get his or her own music to listen for the best judgment. For discerning aficionados with a passion for the finest and best things in life, DG+ is a haven when it comes to the finest selection of the very best in luxury electronics.

SHARAF DG LAUNCHES DG+ DUBAI’S FIRST LUXURY AV BOUTIQUE

Boutique store to showcase the widest range of the world’s leading high end audio video brands Dubai, United Arab Emirates, July 3, 2008: Sharaf DG, Dubai’s largest one-stop electronics destination, today announced the launch of DG+, a high-end audio video luxury store, located at Times Square Center in Dubai. The chic and sophisticated signature store catering to audio enthusiasts and lifestyle seekers stocks the widest range of the world’s leading high end audio video brands and provides consultancy by trained acoustic engineers and customized installation. Speaking on the occasion of the launch, Mr Nilesh Khalkho, CEO, Sharaf DG, commented “DG+ has been conceptualized to specifically cater to the burgeoning segment of consumers who love to ‘Live it Up’ and own the finest of what money can buy. Dubai has the largest growth in property developments in the world with a major chunk of customers indulging in opulent villas and free hold properties. But when it comes to their entertainment systems, they have to compromise because of the lack of choice. But not any more.

DG+ offers a choice of the world’s best and most expensive audio/video brands supported with consultancy by professional audio engineers and complete installation solutions, to offer you the best that money can buy.” DG+ is strategically classified into four zones which includes a lounge area, Concept Rooms, Cinema Rooms and an Audio Room. The lounge area focuses purely on lifestyle home theater and audio video products for the living room, which combine both high quality sound reproduction with jaw dropping aesthetics. The two Concept Rooms are tech zones for the audio video (A/V) enthusiast and display various solutions for A/V products including in-ceiling speakers, multi-zone audio, universal remote controls and media servers. The Cinema Rooms which are the highlights of Contd… DG+ feature high-end sophisticated equipment such as best-in-class sound systems, home cinema projectors & automated control systems for the ultimate at-home cinema experience.

This zone, aimed at the affluent movie buff, was built with careful planning and detailing using state-of-the-art sound proofing, acoustic treatment and floating floors. The Audio Room is for the true audiophiles who appreciate the musical nuances with an intricate attention to the finest sonic detail. This room boasts the finest audio equipment built from the best brands in the world including Burmeister, Mordaunt Short, Magnat and Anthony Gallo to name a few which are not available at any typical retail store. Auditioning of the equipment in this room can be done only on prior booking of a slot and the customer is advised to get his or her own music to listen for the best judgment. To make bookings one can call DG+ on 04-3418918.

Sharaf Group Launches Sharaf DG

Dubai, 30th May 2005:Sharaf Group, one of UAE’s largest business houses with interests in shipping, logistics, real estate, retail and several other areas today announced the launch of its new brand identity for its electronics retail brand, which will henceforth be visible as Sharaf DG. Building on decades of excellence in electronics retailing, the new brand will take the group’s commitment of choice, value and trustworthiness to new highs. The first store of the Sharaf DG brand, located at the China Court at Ibn Battuta Mall, was formally unveiled to the press today. “Retailing as an industry has undergone a huge transformation across the world and Dubai has kept pace with these changes, thanks to the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum,” said Mr. Salah Sharaf, Director, Sharaf Group. “We felt that Sharaf Enterprises, which has till now been the electronics retail arm of the group, needed not merely a facelift but a total revamp.

While we have preserved our core values of providing the widest possible range at the best value, we have also made some major realignments, keeping the expectations of today’s consumers in mind.” Sharaf DG is not just an electronics store, but a new lifestyle experience for everyone looking for a wide range of electronics & entertainment with sections such as DG Electronics – for home entertainment; DG Mobile – for mobile phones and palmtops; DG Compuzone – for all computing needs; DG Games – a children’s entertainment area that includes 10 gaming consoles; DG Click – for cameras and photography; and DG Extras – for accessories and extras. Shopping today has become a leisure activity, with more and more women assuming the role of decision makers, even in electronics purchase. “While being very practical, women also have a better sense of aesthetics,” explained Mr. Yasser Sharaf, Director - Sharaf Group, so they prefer a shopping environment that reflects their lifestyle. The smooth white surfaces we have incorporated in our store design, the brighter lighting, the glass enclosures, the friendly open format, are focused on giving women too an experience that they might have in a fashion store, but never in any other electronics outlet.

We believe the store design is very soft, feminine & welcoming. Yes definitely Sharaf DG is your electronics store”. Sharaf DG offers not just the widest range under one roof; it also comes at great value. In addition, they have strived to attain a superior level of service. “Merely having friendly staff does not constitute good service,” explained Mr. Yasser Sharaf. “The staff you will meet at Sharaf DG will be able to answer all your queries in a knowledgeable manner and are equipped to advise you on what is best for you, taking your needs into account. We don’t want to make a quick sale here. We want you to come back again and again.” Brands available at Sharaf DG include Sony, Panasonic, JVC, Toshiba, Sanyo, Philips, Casio, Kodak, Konica, Canon, Nokia, Acer, Brother, Hitachi, Vinverth, Yashica, BenQ, Compaq, Intel, Sony Ericsson, Minolta, Olympus, PlayStation, X-Box, Samsung, LG, Fuji, Motorola, I-Mate, Palm, I-Pod, Garmin, Fylbook, Philips, HP, Prima, Sharp, Fujitsu Siemens, Harman Kardon, Denon, Marantz, etc.

Sharaf DG Unveils Dubai's Largest One Stop Electronics Store

• Big Box" concept introduced for the first time in Dubai
• Sharaf DG to stock over 15,000 products across 100,000 square feet plus of retail space on a single floor
• Over 300 leading global brands under one roof
• Dedicated zones for financing, upgrades and repair,and a learning centre to make technology simple for consumers
• Exclusive Ladies Zone, a first-of-its-kind with a gifting section
• Exceptional promise- ‘If we don’t have it, we’ll give it to you free!’

Dubai, May 24, 2007:
Sharaf DG, the fully-owned subsidiary of the UAE-based conglomerate Sharaf Group, today opened the doors of Dubai’s largest ever one stop electronics retail store. In a pioneering initiative, Sharaf DG has launched Dubai’s first ever “Big Box” store with electronics being the “category killer”. The 100,000 square feet single-floor destination located at Times Square Centre on Sheikh Zayed Road marks the beginning of a new era in electronics product retailing. Sharaf DG’s Big Box will stock over 300 global brands of consumer electronics, telecom and mobile phones, photography, gaming, home appliances and personal care, electrical hardware and marine electronics product categories. Consumers will have an incredible choice of over 15,000 products at any point in time.

Commenting on the opening of the category killer store, Mr. Ibrahim Sharaf, President, Sharaf Group said: “The Big Box store will reflect the Group’s innovative and progressive approach to providing products and services with a customer-centric focus resulting in an enjoyable shopping experience. For the Sharaf Group, the opening of the store is a milestone in our growth-oriented business strategy for the retail sector in Dubai and the region.” He said the Group has immediate plans to open similar one-stop-shop electronics destinations in other countries in the region as part of its expansion plans. “The Big Box has been conceptualized and built considering modern day requirements for convenience. For instance, there is an inbuilt internet café for those who are always on-the-go. And we have launched a technology services special cell named DG Help to provide repair and installation services for IT products in addition to upgrades and software installation. Another unique selling proposition (USP) of the Sharaf DG store is the exclusive ladies zone which will be managed by women ensuring privacy and comfort to women shoppers.” he added. “We are glad to present the first Big Box electronics store to the discerning consumers of the UAE.

Electronics geeks in the region can feast their eyes on the range and the plethora of brands which will include every possible global brand of repute. The lay consumer will be pleasantly surprised with our price points on offer,” Mr. Sharaf said. Mr. Nilesh Khalkho, Head of Merchandising and Vendor Relationships, Sharaf DG said: “The most noteworthy feature of this store is the stress laid on stocking products based entirely on customer preferences. We are a one stop destination store where you have to find what you are looking for. So we are launching the store with probably the boldest commitment in the industry with a promise that ‘Íf we don’t have it, we will give it to you free’. We will ensure that any legally available product in the UAE is made available and delivered to our consumers.’’ He concluded: “At the end of the day, consumers are looking for sound advice, convenience and attractive prices which will result in a superior enjoyable shopping experience. We provide all that and more under one roof making Sharaf DG indeed your electronics destination.”

Sharaf DG Creates History

Dubai’s Largest One Stop Electronics Store draws in over 75,000 shoppers in first 3 days

• Overwhelming response to `Big Box’ concept signifies success of one-stop-shop destination concept in electronics retailing
• Indicates Dubai’s strong economic growth fuelling increasing spending power
• Sharaf DG on constant lookout to enhance brand spread and innovative products to its stock of over 15,000 products across 100,000 square feet plus of retail space on a single floor

Dubai, May 29, 2007: Sharaf DG, the fully-owned subsidiary of the UAE-based business Sharaf Group, today announced that its one-stop-shop electronics retail destination which opened officially on May 24, 2007 at Times Square Center on Sheikh Zayed Road stirred up an overwhelming response drawing in over 75,000 shoppers in a span of three days creating retailing history in the Middle East. The electronics store which has a stock of over 15,000 products spanning some 300 global brands under one canopy attracted enormous number of buyers in a shopping frenzy on the first day itself driven by the attraction to the array of contemporary products as well as a one-of-its-kind promotion.

Commenting on the enthusiastic response to the pioneering `Big Box’ electronics retailing concept spread over 100,000 square feet on a single floor, Mr. Ibrahim Sharaf, President, Sharaf Group said: “The unprecedented response to the one-stop-shop electronics destination is a salient indication of the strength and growth potential of Dubai’s retail sector, which is buoyed by increasing spending power among residents and the rise in the number of tourists visiting the emirate.” “Dubai is globally recognized as the economic and shopping hub of the Middle East and the Sub Continent and we are glad that Sharaf DG has been able to add value to the emirate’s reputation though this pioneering initiative,” he said. Mr. Sharaf said continuous efforts were on to ensure that the Sharaf DG store offers an excellent shopping experience to buyers by adding more global brands and cutting-edge products to the portfolio. “As a group, our business philosophy rests on a customer-centric focus and at Sharaf DG, we are determined to set benchmarks in service, quality and in our offer of an unparalleled product range sourced from across the world.” Commenting on the success of the category killer store, Mr. Nilesh Khalkho, Head of Merchandising and Vendor Relationships, Sharaf DG said: “We thank all our valued customers for their patronage and we are confident of their continued support.

We had not anticipated such an overwhelming response.” He said the various exclusive customer service initiatives in the store were very well received by the customers. The response to the ladies zone called ‘Electronics’ for Her’ was extremely encouraging while DG Help- the upgrades and repair service in the store notched up quite a few assignments. A financial centre in association with Dubai Islamic bank was on the anvil which would offer the most attractive payment options with the lowest interest levels in the industry. “These exclusive zones are an entirely new concept and reflect the Group’s focus on the customer. Strategic innovation coupled with a variety of services make Sharaf DG at Times Square a truly one stop store. We would focus on keeping the momentum going with our attractive promotions at regular intervals to add value to the shopping experience in Dubai. For the benefit of ladies and families we would be introducing special shopping hours for them on Fridays and Saturdays from 10.00 am to 2.00 pm” Mr. Khalkho said.

Sharaf DG opens 'Big Box' in Sharjah

Dubai's electronics retail powerhouse launches 50,000 sq feet store in the Emirate in Safeer Mall Dubai, United Arab Emirates,09th June, 2009: Pursuing its aggressive expansion plans despite the overall recessive market conditions, Sharaf DG- UAE’s leading electronics retailer, extended its footprint and opened a 50,000 sq. ft. store today in Safeer Mall, Sharjah. The launch marks the retailers first entry into the Emirate and takes its tally of stores across the region to nine. Commenting on the launch, Mr Yasser Sharaf, Managing Director Sharaf DG said, “Sharaf DG has experienced tremendous success in Dubai, Abu Dhabi and recently in Bahrain, and we were looking for the right location and opportunity to launch in Sharjah for a while now. As a market for electronics & IT products, the Emirate has matured with residents becoming more conscious about brands and service quality, which is good for Sharaf DG”. Mr Sharaf added ‘’Residents of Sharjah can be assured of a treat of the widest range of all the reputed world class brands at the best possible value in the market, which is synonymous with shopping at Sharaf DG. Just like our stores in Dubai, the Safeer mall store will offer our brand promise ‘If we don’t have it, you get it free’.

This means if any customer does not find what he is looking for; he can register his requirement with our sales team who will procure the product within a stipulated time. And if we cannot deliver as per our commitment, the customer will get the product absolutely free. This way we assure you that you will always find what you want at Sharaf DG”. The choice of Safeer Mall as Sharaf DG’s first address in Sharjah was made considering its strategic location along the busy Dubai-Sharjah highway which ensures a steady flow of shoppers. The one-stop shop located on the first level of the newly renovated Safeer Mall will follow the big-box format of the existing Sharaf DG stores where customers will enjoy the widest selection of brands in the region across categories