Lootah Group to launch SouqExtra! stores in Dubai

Dubai: The Lootah Group yesterday announced that its Dh200 million chain of high-end neighbourhood super-centres under the flagship brand 'SouqExtra!' will be launched at four locations in Dubai in the third quarter of 2008.

The outlets will be located at Ewan Residences, Al Barsha, Al Quoz and Al Muhaisnah.

This will be followed by the opening of outlets in Ras Al Khaimah, Al Ain, Abu Dhabi and Sharjah, as well as expansion in GCC countries in 2009, said Saleh Abdullah Lootah, director of SouqExtra!

"Since launching the concept at Cityscape 2007, SouqExtra! has generated immense interest among different sectors," said Lootah.

"We have been in active discussions with landlords, real estate developers and government bodies in all emirates who have commercial plots for long term investments. Simultaneously, we are in negotiations with our GCC partners to export the concept to GCC countries."

Groundwork underway

Lootah said work on the uniquely designed neighbourhood centres had already begun at the four locations, and operations staff has already been recruited.

Each SouqExtra! outlet will have a uniform look, but the size may differ depending on the needs of specific communities and area available.

"Currently, small groceries meet the needs of most areas of Dubai, but their hygiene and quality standards are questionable. SouqExtra! will fill the vacuum and provide fresh and quality food items as well as community services," said Lootah.

'Extra!,' the high-end supermarket within SouqExtra!, will ensure fresh products of daily use, including vegetables and fruits, seafood, cheese and dairy, meat, bakery products (from an in-house bakery) and other items found in large groceries, Lootah added.

"With the launch of Phase 1 of SouqExtra, we will be adding 500,000 square feet of retail space in the UAE," said Irfan Saraaf, concept and commercial development officer at SouqExtra!

"SouqExtra! will appeal to all consumers as our core positioning is about convenience, freshness, quality, family and community. With SouqExtra, families won't have to commute on congested roads just for their daily needs. They won't have to spend their quality time on roads, trying to reach shopping centres."

Each SouqExtra! outlet will occupy 50,000 to 100,000 square feet and boast a unique common design with a friendly ambience and ample parking to serve as a one-stop shop for day to day needs of the community.

Trends: Neighbourhood community-focused centres

Super-centres, which are common in the West, are neighbourhood community-focused outlets, with integrated primary services like a high-end grocery, kids' play area, fast food outlets, coffee shops, full-fledged gymnasium, salon, photo shop and community hall, all designed to help the community meet their daily needs without having to drive to big shopping centres or supermarkets.