Gulf Network

Residents and tourists flocked at the latest location of a UAE-homegrown retail brand on Friday, south of Dubai. Even before the regular 10 a.m. operation hours, a beeline, reflective of the varied ethnic set-up of the seven emirates were already at the main door of the Sharaf DG in Ibn Batutta Mall.

Some even took one or two pieces of the four-page brochure to review the slashed down prices of a range of goods – from the simplest yet latest mobile phones, home appliances, other electronic device to smartphones. The ribbon cutting ceremony promptly began.

“Our first outlet way back in 2006 was at the China Pavilion. Here we are now at the Persia Court of the same mall. This is a little bit small than the previous one. But this is more attractive,” retired Dubai Police Major General Sharafuddin Sharaf, vice chairman of the Sharaf Group founded in 1968, told Gulf Today.

“More attractive because first, it is located in the middle of the mall and so we would be able to serve more people from the cross-section of our community,” he said. Sharaf added: “This confirms our dedication and our bigger plans for expansion.”

Established in Dubai 19 years back, Sharaf DG is among the retail segment of the Sharaf Group which, throughout its 56 years, has captured international markets by way of its diverse portfolio involvement in the areas of shipping & logistics, travel & tourism, information technology, industrial, hospitality & real estate, and financial services.

According to Sharaf, apart from the ‘new concept and design’ incorporated within the new store, are features distinct, when compared to the other 31 other branches across the country.

“We have so far 31 stores in the UAE. We have also in Bahrain and Oman,” he said.

Sharaf continued: “In this shop, we have a strong sound system display from international brands. I also tried today the gadget that allows me not to pick up my phone anymore when I receive messages.”

He smiled as he agreed that one of the most – if not the most centre of attraction that grand opening morning -- was The Age of AI (Artificial Intelligence) Beat The Robot in Tic Tac Toe game, installed several steps from the entrance that had gathered a swelling crowd in the first one hour.

As for expansion plans, Sharaf replied: “We go slowly internationally. We have been in Bahrain and Oman. We now want to test the market in Saudi Arabia which is a big country.”