Brands General to spend Dh500m on 25 new stores in Middle East

Dubai: Brands General Trading, a Dubai-based clothing retailer is pumping in Dh500 million to set up 25 new stores in the Middle East, an official said.

The company, established three years ago, has five stores, including two in Iran and one in Qatar.

"We are going to add seven new branches by the end of this year with Dh100 million in investment," Dorgham Shaaban, chairman and managing director of Brands General Trading, told Gulf News in a recent interview.

"In 2008, we will open another eight branches and by 2010, we will have 25 new branches that will require investments to the tune of Dh500 million."

Brands, which sells more than a quarter million suits and jackets every year, brought a new concept in the region's retail culture by bundling out suits, jackets and menswear at an affordable price, taking business out of its rival retailers who were struggling to retain customers.

Currently, the company employs about 200 people, and it is growing at an exponential rate.

Apart from packaging large stocks in a well organised retail set up, Shaaban also added branded merchandise and suits under the brands of Michel-angelo, Barker, Network and Fabrica, among others.

"We are growing at a rate of 30 to 100 per cent in some segments," he said.

The company has also introduced a new concept in retailing called VIP Lounge.

"Customers can get free refreshments while our sales consultants offer advice on the clothes and suites that match their personality," Shaaban said.

"You can even have a free foot massage while choosing the right suit."

Made-to-measure

His company is also going to introduce the made-to-measure concept in tailoring and retailing - something that is popular among tourists travelling to shopping destinations such as Bangkok. In this process, retailers offer tailor-made dresses and deliver them the same day.

"This is absent in Dubai - a popular tourism and shopping destination. We are going to introduce this in our new stores by next year," he said.

Over the years, his company has moved from lower end to medium- and high-end products.

"We have suits to match every needs and budgets ranging from $35 to $1,500 apiece," he said. The company expects to register Dh150 million in sales revenue by the end of the current year.

Accidental businessman

Dorgham Shaaban, an engineer by profession from the Occupied West Bank who entered clothing retail 'by accident', has been giving his competitors a run for their money ever since he set up his retail shop on Baniyas Street three years ago.

Dorgham is a man of many parts. He was involved in farming, dealing in electrical equipment and even film making before 'accidentally' entering business.

"Once I was looking for a water equipment for one of my clients, when someone told me that there is a stock-lot of 5,000 ties up for sale. On a whim I decided to buy them in cash, without having any plans on what to do," Dorgham Shaaban, chairman and managing director of Brands General Trading, told Gulf News.

"Later I found a buyer and sold them at a profit. This is how it all began and I became a businessman."

Shaaban has a knack for selling. Clearing a stock lot is his expertise, although maintaining product quality and brand value are his forte as well.

Shaaban was the one who introduced the VIP Lounge concept in retailing, where a customer is offered free advise on clothing, free refreshments and free foot massage.

"We want to take retail to a new level by offering value added services. We sell services and lifestyle - more than clothing," he said.

His company, Brands, used to offer five suits for the price of one, luring customers from all walks of life. During the sale period, there used to be a mad rush for suits and jackets in his outlet.

Later, he added branded products and started dealing with designers on new products.

"We have introduced new concepts in retailing with a slogan - no sales, no clearance, no joking, simply the best price in town," he says.