15 New Outlets and Enhanced Community Outreach Part of UAE Growth Plans

Impressive Brand Loyalty Observed among UAE National Customers

Dubai-UAE: 18 February 2014

Babyshop, Landmark Group's one-stop concept store for kids of all ages, has unveiled dynamic expansion plans for the region that will take the brand's total number of outlets to 200 over the coming months and translate into more than 2.5 million square feet of retail space across the region.

The UAE alone will witness the opening of 15 new outlets over the next three years that complement the existing 40 in the country across a retail area of 550,000 square feet. This expansion will ensure the retail giant's customer reach into secondary towns in the country through forging alliances with co-operatives and community malls.

Babyshop's latest entrants into the UAE include new outlets at the World Trade Centre Mall, Deerfields Town Centre and the recently-opened Ruwais Mall in Abu Dhabi, as well as Dubai Outlet Mall. Plans are also underway for renovating the brand's store in Sharjah's Qassimia Street to unveil a new proposition that substantially enhances the shopping experience for parents and children alike. Babyshop has additionally entered into a partnership with Emirates Cooperative, with the first store due to open in Hatta.  

Babyshop's recent studies on consumer behavior trends highlight the brand's popularity with the Emirati and Arab expat communities within the UAE, with 50 per cent of its loyal member base belongs to these nationalities. Customer footfall in Babyshop outlets across the UAE crossed the 4.8 million mark during the past year. Dubai alone registered over 1.9 million customers, with an average of 13,000 people visiting a Babyshop outlet on any given day. Abu Dhabi, meanwhile, attracted more than 1.4 million customers in the same period, while the brand's stores in Sharjah and Northern Emirates drew over 1.5 million shoppers. 

Ruban Shanmugarajah, General Manager, Babyshop-UAE, said: "Our studies tracking customer behavior have revealed interesting insights that provided us with the impetus to fast track our expansion plans. The brand loyalty figures have come across as nothing short of dramatic, both in terms of frequency of store visits and the aggregate value of annual purchases made. With our widening customer base, we are keen to make the Babyshop experience an enjoyable one for our loyal customers - and this translates into making our presence even more accessible and comprehensive."

As the UAE's first kids' omni-channel retailer, Babyshop has made an equally successful online debut registering over 25,800 hits in January 2014 alone and nearly 60 per cent of the online transactions benefitting from the cash-on-delivery facility offered.

Launched with the specific goal of pampering children and clothing them in style, Babyshop prides itself on its extensive repertoire of items that meets all the needs of a child - from nursery furniture and baby basics to fashion clothing, toys and everything in between. In an attempt to build long-standing customer relationships, the brand has now added fine-quality maternity wear to its collection.

Babyshop's children's collection includes a range of exclusive designs from key license-holders such as Disney, Barbie, Hello Kitty, Lee Cooper, Maui & Sons, as well as popular home-grown brands Juniors and Giggles. The brand also retails popular international brands such as Graco, Fisher Price, Avent, Quinny and Ferrari.

Babyshop is the first Landmark Group concept store that was launched in Bahrain in 1973, the foundation on which the conglomerate was built. In the four decades since inception, the brand has evolved as one of the Middle East's most sought-after destinations for affordable and quality children's essentials.

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About Babyshop
Established in 1973 in Bahrain, Babyshop is a concept store specializing in fashion clothing, baby basics, toys, nursery furniture and much more for newborn babies, toddlers and children up to 16 years of age. Babyshop is part of the Landmark Group, one of the largest retail companies in the region.

The chain's international brands include Lee Cooper, Barbie, Disney, Maui & Sons, Avent, Fisher-Price, Graco, Ferrari, Maxi-Cosi, Quinny and several others. Babyshop also has its own in house brands such as Juniors and Giggles.

The region's leading retailer in children's products, Babyshop pursues an active social responsibility mandate. As part of this priority, Babyshop participates in initiatives that promote child safety awareness across the region. The brand's activities include an annual GCC-wide campaign that hosts educational road shows in schools, hospitals and private institutions. Babyshop also collaborates with associations working closely with government bodies responsible for child safety.

With a network of over 195 stores across 14 countries, and 40 stores in the UAE, Babyshop has the largest presence in its category in the MENA region.

For further information, please contact:
Rishi Talwalker
APCO Worldwide
Direct:                    +971 4 361 3572                                
Mobile:                   +971 55 954 8680                              
Email:                    rtalwalker@apcoworldwide.com

Tara Basrur
APCO Worldwide
Direct:                    +971 4 369 2831
Mobile:                  +971 55 302 7389              
Email:                    tbasrur@apcoworldwide.com

© Press Release 2014