E-City, one of UAE’s leading electronics retailers, has announced plans to expand its business operations in the UAE. As part of its aggressive expansion plan, the company would be rolling out seven stores across the UAE within the years 2012-13.

The company was founded in the year 2008 with its headquarters in Dubai and is the electronics retail arm of the Albatha Retail and Home Products Group of Albatha Holding, which is one of the largest private business groups in the UAE, consisting of more than 22 autonomous companies in the diversified sectors of automobiles, pharmaceuticals, contracting, manufacturing, electronics, FMCG, real estate and education.

E-City, today, successfully operates a chain of three world-class multi-brand electronics retail stores across UAE’s leading shopping malls — Mall of the Emirates, Dubai; Sharjah City Centre, Sharjah, and Al Wahda Mall in Abu Dhabi.

“The move would propel E-City to one of the leading chain of retailers in the UAE, and perhaps only one of its kind specialty stores in the region that not only offers a smart and friendly shopping environment, but also focuses on convenience, online shopping and in-store and home repair services. We aim to create one of the most successful business stories in the electronics retail industry in the region,” said Mueez Rahman, Chief Operating Officer of E-City General Trading LLC.

“E-City is all set to be a sure differentiator in an ever complex world of electronic retailing and change the retail landscape. It has capitalised on the growing demand in mass market technology products such as tablets, smart phones, LED TVs, cameras, gaming and related products, and is set to evolve its brand positioning as the region’s first ‘Technology Convenience Retail Chain’. The company would like to thank all customers, business partners and staff associated with the brand that have taken it to such great heights and would continue to do so in the coming years.

“Over the next five years, E-City has ambitious plans to emerge as one of the market leaders in organised electronics retail in the Middle East region by entering new markets such as Saudi Arabia, Kuwait, Qatar, Bahrain and Oman,” concluded Rahman.

In an earlier interview with Khaleej Times, Rahman added that E-City strives to give customers a “never before experienced service.”

“We not only perfected our business model but also perfected the service squad which is our USP. E-City is not just a place where you can buy your favourite brand of electronics, computers or home appliances, but you can also repair any product no matter from where you have purchased it,” he added.

A division within E-City called ServiceSquad is the service arm for the customer that aims to offer customer relationship rivalling those in the hospitality industry and to set a unique standard in electronics retail. It takes away customer inconvenience of running around from one ‘emirate’ to the other or one ‘service centre’ to the other very often located in ‘hard to find’ locations.

E-City, in 2011 recorded a strong double digit growth year on year since its establishment. Rahman said that the company stuck to the basics and ensured that customers have it their way. E-City also backs up with unique value-added offers.

“The business we are generating is very good and encouraging. For service you need to offer customers what they need in just about the minimum level of turn around time. We also have a dedicated logistics team, so you don’t have to wait for two to three days for installations. The turn around time we offer to customers is genuinely attractive,” Rahman said at the time.

There is such a lot of scope for service over here. Key thing for us is to start looking for more fast track locations. We hope to bring a lot of difference to a mall. It is an upbeat concept,” Rahman said.

E-City strives beyond just selling products and services to offer a shopping experience through innovative and accessible stores amidst a truly relaxed environment that looks fresh, trendy and uncluttered.