Al-Futtaim Electronics redefines music with the launch of Audissey

These outlets, planned for across the Middle East, will help optimise listening experiences to those audiophiles who try to create for themselves the best music or sound experience possible.

The first Audissey outlet is scheduled to open in the latter part of 2008.

In a market which is primarily populated by products based on price competitiveness, this will be the first time that consumers would be exposed to high-end audio products that offer industry-benchmarked quality, not just for already-aware professionals but also educating general customers.

Mr. Vishesh Bhatia, Group Director - Electronics, Engineering & Technologies, Al-Futtaim Group said: "While the concept of Audissey was conceived almost a decade ago, intensive market research has shown us that recently there has been a growth of a niche group of consumers who seek the best there is on offer in the audio industry and where price is no object. This is truly high end."

"Fans of good sound like being exclusive. They know key differences between just hearing good music and what makes good music sound better. It is to this group of audiophiles who are specially geared towards the purity of sound that we address Audissey. This is no ordinary store. We're talking big differences here. Audissey is going to deliver what music lovers need," he added.

Offering a range of hi-end products such as 2-channel or 7.1 amplifiers, preamplifiers, speakers, subwoofers, turntables, DVD/CD/Blu ray players, Audissey will address every need an audiophile customer might have.

Customers in the UAE will, for the first time ever, be exposed to extreme hi-tech audio gadgets of top high-end boutique brands not only from Europe but the USA and from Down Under.

Installation of all products would be handled by Techserve, AFE's one-stop-shop for electronics service and systems integration needs.