A way of life

Snazzy new outlet in Dubai, designed to be a one-stop-shop, aims to offer the complete solution for all fashion needs of a perceptive consumer

A brand new lifestyle store targetting the upwardly mobile young and trendy consumer base opened in Bur Dubai this week.

The two-level store called Avenue has a built-up area of 30,000 square feet and features over 50 international brands. Housing items ranging from bags, shoes, accessories, garments and bed linen to cosmetics, the store located along Trade Centre Road, offers something for everybody.

The Dhs 2 million effort is a maiden foray by Shanker Trading, which runs the Giant chain of supermarkets in the UAE along with New Safestway, into lifestyle product retailing.

"The store offers good quality products at reasonable prices. It is for the discerning customer and has been positioned as a lifestyle store for the entire family," said Shankar H. Lakhiani, one of the partners who own the Avenue.

"We will help people look their best, be it at work, on the beach or going out in the evening. Avenue is the place for a total makeover."

He said the store stocks a wide range of merchandise to choose from, which includes, Asian, American and European brand names.

"The mother company has made its presence felt in the UAE for the past 17 years," he explained. "Having achieved success in these past ventures, we have now moved into the fashion and lifestyle arena.

"The concept of Avenue came about after seeing the growing importance of Dubai as the retail shopping capital in the Middle East, along with the Government's focussed efforts to boost the sector through various annual events, such as the Dubai Shopping Festival, Dubai Summer Surprises and the Ramadan shopping festival."

The first level of Avenue has a varied collection of cosmetics, perfumes, sunglasses, gifts, shoes for the family, leather accessories, jewellery, crystal and chinaware.

The second level has clothes for men, women and children including formal and casual wear, along with bed and bath products. Both levels have a large number of shop assistants who ensure that the customer is never unattended or without service.

To support the launch of the store, Avenue is running a Grab-A-Bag promotion for shoppers who make a minimum purchase of Dhs 200. Customers will be given the opportunity to choose their own free gift bag containing vouchers ranging in value from Dhs 50 to 100. The promotion is on until February 14.

Lakhiani said there are plans to open two additional branches of the store in the UAE this year, followed by several others in the Middle East. He added that Avenue was expected to receive a highly positive response and the management was confident of it being a successful endeavour.

Lakhiani said that they felt there was a need for a store of this nature to fill a market requirement and so would be well received.