Dubai's shopping landscape is seeing a major change with the introduction of European discount stores. After launching Viva discount food supermarket, Dubai is all set to introduce Dutch retail discount store, Hema to its residents. Dubai based Apparel Group is bringing the Dutch retail store Hema to the UAE and Gulf region. It will also be Hema's first venture outside Europe itself.
The retail brand is planning to open three stores in Dubai, one of which will be in Ibn Batutta Mall is expected to open by July. The brand plans to expand in the Gulf region over five years with sixty stores.
The merchandise will include home and living items, beauty products, clothing, chocolates and back-to-school products.
“In very simple terms, we offer the feel of an Ikea but without the furniture,” said Tjeerd Jegen, CEO of Hema, which in Europe has more than 750 stores. “And because the majority of our merchandise is designed in house, we have strict control on the price points.
“Our UAE stores will have identical price levels to those sold through our UK locations. There will be no additional surcharge over the UK pricing. I think that will make us competitive here.
“We will take certain categories and look at the competition in this market. For example, with a competitor like H&M, we want to be 30-40 per cent cheaper. That’s how we operate in Europe.”