Sharaf Group launches Sharaf DG

Building on decades of excellence in electronics retailing, the new brand will take the group's commitment of choice, value and trustworthiness to new highs. The first store of the Sharaf DG brand, located at the China Court at Ibn Battuta Mall, was formally unveiled to the press today.

'Retailing as an industry has undergone a huge transformation across the world and Dubai has kept pace with these changes, thanks to the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum,' said Mr. Salah Sharaf, Director, Sharaf Group. 'We felt that Sharaf Enterprises, which has till now been the electronics retail arm of the group, needed not merely a facelift but a total revamp. While we have preserved our core values of providing the widest possible range at the best value, we have also made some major realignments, keeping the expectations of today's consumers in mind.'

Sharaf DG is not just an electronics store, but a new lifestyle experience for everyone looking for a wide range of electronics & entertainment with sections such as DG Electronics - for home entertainment; DG Mobile - for mobile phones and palmtops; DG Compuzone - for all computing needs; DG Games - a children's entertainment area that includes 10 gaming consoles; DG Click - for cameras and photography; and DG Extras - for accessories and extras.

Shopping today has become a leisure activity, with more and more women assuming the role of decision makers, even in electronics purchase. 'While being very practical, women also have a better sense of aesthetics,' explained Mr. Yasser Sharaf, Director - Sharaf Group, so they prefer a shopping environment that reflects their lifestyle. The smooth white surfaces we have incorporated in our store design, the brighter lighting, the glass enclosures, the friendly open format, are
focused on giving women too an experience that they might have in a fashion store, but never in any other electronics outlet. We believe the store design is very soft, feminine & welcoming. Yes definitely Sharaf DG is your electronics store'.

Sharaf DG offers not just the widest range under one roof; it also comes at great value. In addition, they have strived to attain a superior level of service. 'Merely having friendly staff does not constitute good service,' explained Mr. Yasser Sharaf. 'The staff you will meet at Sharaf DG will be able to answer all your queries in a knowledgeable manner and are equipped to advise you on what is best for you, taking your needs into account. We don't want to make a quick sale here. We want you to come back again and again.'

Brands available at Sharaf DG include Sony, Panasonic, JVC, Toshiba, Sanyo, Philips, Casio, Kodak, Konica, Canon, Nokia, Acer, Brother, Hitachi, Vinverth, Yashica, BenQ, Compaq, Intel, Sony Ericsson, Minolta, Olympus, PlayStation, X-Box, Samsung, LG, Fuji, Motorola, I-Mate, Palm, I-Pod, Garmin, Fylbook, Philips, HP, Prima, Sharp, Fujitsu Siemens, Harman Kardon, Denon, Marantz, etc.