WITH 23 STORES NOW IN UAE, SHARAF DG PLOTS EXPANSION TO SAUDI ARABIA

The latest store at Ibn Battuta Mall is significant because it was at this mall where it all started for Sharaf DG in 2005.

Tech retailer Sharaf DG has expanded its presence in the UAE by launching a new store in Dubai’s Ibn Battuta Mall. Marking its 23rd outlet in the UAE, the new 1,400-square-metre store holds special significance as Ibn Battuta Mall was where SharafDG first began its journey in 2005, according to Major General Sharafuddin Sharaf, vice-chairman of Sharaf Group.

“This is our third store in Ibn Battuta Mall, where we began our retail journey. It is important for us to be in Ibn Battuta because it is one of the prime locations in Dubai in terms of demand,” said Sharaf. Located in Jebel Ali Village, the mall is near several residential communities. “A lot of newcomers to Dubai also choose this locality as their residential area of choice,” he added.

However, the retailer will close the other two stores at the mall in the coming months. “We plan to keep the stores until the end of the Dubai Shopping Festival,” said Nilesh Khalkho, founder member and CEO at Sharaf DG. Sharaf DG is now present in the UAE, Oman, Bahrain, and Egypt and plans to expand to Saudi Arabia by January next year.

“We plan to go live in Riyadh in January 2025. Two more stores will hopefully follow this in Jeddah,” said Khalkho.

Brick-and-mortar to stay

The push for brick-andmortar presence remains extremely important for the retail group. “About 13 per cent of our business comes from online retail. The rest is from our brickand-mortar stores. Customers in this region want to touch and feel a product before they buy it,” said Sharaf.

Khalko also believes that while the customer journey starts online, it is completed in a brick-and-mortar store. He explained, “Research has shown that the online journey is where everything starts — no doubt about that. Companies that analyse consumer behaviour online — tracking how consumers interact, and tracing their clicks — can then understand what attracts attention. For example, a product receiving many clicks suggests consumer interest. Brands are using this data to attribute and understand consumer behaviour.”

Khalko said the company uses FMCG data to analyse catchment areas, consumption patterns, localities, etc when selecting localities to open new stores.

Location strategy

Commenting on the location strategy adopted by the company for opening new stores, Khalko said, “Think about how Dubai has expanded. It used to be just Deira and Bur Dubai. I’ve personally walked through areas that were just sand back in 2005. At the time, everyone was questioning what we were doing there, because there was nothing — Dubai Marina was just starting to come up, and Al Barsha didn’t even exist.”

SHARAF DG OPENS NEW OUTLET IN DUBAI’S IBN BATTUTA MALL

He added, “It’s a similar situation now. Even Ibn Battuta, which many thought was on the outskirts, is becoming more central as development continues in that direction. Dubai can’t expand westward anymore, so it’s growing in the other direction. Al Maktoum Airport and new projects are pushing Dubai’s boundaries even further. It’s all part of Dubai’s continuous expansion.”

“It is important for us to be in Ibn Battuta because it is one of the prime locations in Dubai in terms of demand.”- Maj Gen Sharafuddin Sharaf | Vice chairman of Sharaf Group

“We plan to go live in Riyadh in January 2025. Two more stores will hopefully follow this in Jeddah.” – Nilesh Khalkho | Founder member and CEO at Sharaf DG

We are pleased to announce the successful soft launch of Drukair’s new Dubai route on the 10th of September, further connecting the Kingdom of Bhutan to one of the world’s most dynamic cities. This new route represents a significant milestone in our commitment to providing travelers with greater access to Bhutan’s unique beauty and culture.

We extend our deepest gratitude to His Excellency, the Ambassador of Bhutan to Kuwait, Dubai Civil Aviation, Dubai airports, leading travel trade partners from the UAE, esteemed media representatives, and the Department of Tourism, Bhutan for their invaluable presence and support at this event.

We are excited about the journey ahead and look forward to sharing more with you in the near future. Together, we embark on an exciting new journey, expanding opportunities and strengthening ties between UAE and Bhutan.

Sharaf Travel was thrilled to participate in the Seoul International Travel Mart 2024! It was a fantastic opportunity to network with global tourism professionals and explore the exciting experiences Seoul has to offer.

Suha Hospitality sales team attended the Kazakhstan International Tourism & Travel Exhibition (KITF 2024) and the Rustar Kazunion Tourism Festival 2024 last month in Kazakhstan, establishing new partnerships in the travel industry.

Our sincere appreciation and thanks to Philippine Airlines (PAL) for recognizing Sharaf Travel Services as one of its Top Travel Agencies at the Mabuhay Night 2024.

On March 8th, today and every day, we stand united in empowering women in the workspace, championing diversity, and advocating for gender equality.

As we honor the achievements of women worldwide, let’s continue to break barriers and pave the way for a more inclusive future.

Together, let’s foster an environment where all voices are heard, talents are nurtured, and opportunities are equal. By embracing diversity and promoting gender equality, we not only create a more vibrant workplace but also inspire future generations to dream big and reach new heights.