Sharaf DG announces new luxury concept

Dubai: Sharaf DG yesterday launched a new concept in the UAE of a luxury electronics store called Sharaf DG+.

Comprising mainly of home theatre systems, it is a, "premium store for electronics", said chief executive Nilesh Khalkho.

He said another boutique store will be coming up in September in Marina Mall, Dubai Marina, which will include other types of electronic items such as laptops, mobiles and cameras.

"This concept will do well in Dubai. We can see real estate booming at very high prices. If someone is buying a property at such high value, they would like to have it fitted with luxury electronics. There is a huge market for this," Khalkho said.

Sharaf DG+ encompasses a cinema room, with a focus on sound-proofing and acoustic treatment floors. A complete fit-out for a home theatre system, including the building costs, can reach to about Dh1 million.

Khalkho also said 20 to 25 new stores of Sharaf DG will come up in the GCC in the next two years.

He said the company's first venture outside the UAE will be in Bahrain.

"We will be opening up a 50,000 square feet outlet in Bahrain this September," he said.

The company, under the umbrella of Sharaf Group, will set up seven new stores in the UAE, four in Saudi Arabia, two in Bahrain and the rest in Kuwait, Qatar and Oman.

"This year, we'll be opening four more stores in Dubai and Sharjah," Khalkho said.