CE retailing giant is largest anchor tenant in Electronics Precinct

Dubai, November 02, 2008: Plug-ins will inaugurate the largest consumer electronic outlet in The Dubai Mall on Tuesday November 4, the same day when the world's most extravagant and indisputably, the most dramatic retail real-estate development, throws open its doors during one of the largest mall openings ever in the Middle East.

The region's largest - and the UAE's first - multi-vendor retailer and member of the Al-Futtaim group, Plug-ins will offer an enormous 350-brand inventory of consumer electronics spread across nearly 39,000 sq ft area in the Electronic Precinct of The Dubai Mall. The grand floor space corresponds to nearly 25 percent of the mall's total area dedicated to consumer electronics.

The inauguration of this new outlet comes exactly 10 years after Plug-ins launched its first store at Deira City Centre.The buzz it created then has stood it in good stead, and today it is one of the region's few truly established brands.

Already acknowledged as a trusted consumer electronics powerhouse, Plug-ins' has incorporated a youthful and vibrant customer-friendly store design, easy product access and aesthetics to enhance its signature 'total experience' factor that has made Plug-ins a first-choice retailer for its loyal consumers.

"Experience the 'Experience' is Plug-ins' core philosophy and clear message which resonates well with The Dubai Mall's primary ethos. Visitors to this magnificent mall will discover experiences beyond what they have imagined and we are glad Plug-ins is part of these emotions," said Vishesh L. Bhatia, Group Director, (Electronics, Engineering & Technologies), Al-Futtaim group.

"We knew we had a winner when we launched Plug-ins a decade go. Our determination to innovate has paid off handsomely. Today as one of the biggest anchor tenants at The Dubai Mall we hope to match heightened CE shoppers' expectations with our customer experience and customer care business models," he added.

Mr. Bhatia said the store design at The Dubai Mall has provided the customer a single destination to everything related to infotainment, range and services. "We believe that apart from its huge size, the store will further raise industry benchmarks for its diverse product range, easy-to-shop floor layout and customer-centric service features."

The product convergence and easy accessibility earmark the store layout alongside other exclusive benefits including protection against theft and damage, and product delivery and installation by professionally trained crew. In addition, the store will be manned by trained product consultants, who will guide customers in their decision making process.

"Plug-ins has progressed marvelously to its leadership position because of the very clear, very defined value proposition of the brand. Its values are understood both by us and by our customers," Mr. Bhatia added. "Our understanding of this market, our investment into quality of service and in our people to maintain a better customer experience has allowed us to grow our brand exponentially."

The Dubai Mall has a total area of 12.1 million sq ft, with an internal floor area of 5.9 million sq ft and a gross leasable space of 3.77 million sq ft. One of the world's largest shopping destinations, The Dubai Mall will feature over 1,200 retail shops including two department stores including Galeries Lafayette and more than 160 food and beverage outlets. Entertainment and leisure attractions include the Dubai Aquarium & Discovery Centre, Dubai Ice Rink, and Reel Cinemas theâGold Souk, Fashion Avenue, KidZania®, SEGA Republic 22-screen Cineplex. The adjoining The Address, Dubai Mall luxury 5-star hotel has 250 rooms and 450 serviced apartments.

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About Plug-ins:
Established in 1997, Plug-ins is a leading multi-brand electronics and IT retailer in the UAE and Bahrain. A member of Al-Futtaim Group's Electronics division, Plug-ins represents over 300 leading brands in the UAE through an established network of five stores located in popular shopping destinations: Dubai Festival City, Bur Juman, Al-Ghurair City, Souk Madinat Jumeirah, Marina Mall (Abu Dhabi). The electronics powerhouse will also be the anchor tenant in The Electronics Precinct at The Dubai Mall, scheduled to open in November 2008. Plug-ins enjoys high-brand recognition across the Middle East and is known for its leadership position and trend-setting initiatives. Reputed for its extensive range of products, the electronics retail chain is underpinned by a team of product-savvy salespersons who guide and assist customers in their purchasing decisions.

For more information, please contact:
David Dsouza                          
Director - Public Relations
GMASCO Marketing Communications
An Al-Futtaim group company
Tel: +971 4 2282101
Fax: +971 4 2279801
Email: David.DSouza@gmasco.com
Web: www.al-futtaim.com

© Press Release 2008