ESAG unveils new retail concept at Mall of the Emirates

The launch of My Design also marks the official opening of ESAG's combination store for its IDdesign, Better Life and Dulux brands.

"With over 60 per cent of our IDdesign deliveries going to customers in New Dubai and rapidly growing residential areas like Al Barsha and Jumeirah Islands, we saw the need to provide our customers with a one-stop-shop for their home furnishing needs," said Ajai Dayal, General Manager, Retail and Marketing, Easa Saleh Al Gurg Group.

"To make our service more integrated and customer friendly, we launched My Design. With Mall of the Emirates catering to more than 500,000 residents in New Dubai alone, we are now ideally placed to meet all their requirements."
Located on the first level of Mall of the Emirates, ESAG's flagship store was opened today by a delegation including the UAE's Minister of Economy and Planning Sheikha Lubna Al Qasimi, and Mrs. Raja Al Gurg, Managing Director of ESAG.

Commenting on the launch, Mrs. Al Gurg said: "In the UAE's constantly evolving market, innovation and expansion are essential to stand out from the competition. I congratulate the team on their great work, and I'm sure visitors will enjoy their shopping experience at the new flagship store, the first of its kind for Better Life, IDdesign and Dulux in the region."

The My Design Centre, located in the middle of the store, will provide solutions for transforming a home into a lifestyle statement. My Design experts are available to help with every aspect of interior design including furniture and accessories, room layout, paint consultation and kitchens. Ideas on how to optimise the use of colour, natural light and space will also be a priority.

The qualified My Design stylists include Raj Jhaveri, designer for living spaces; Yolanda D'souza, soft furnishings expert; Amita Prabhu, kitchen specialist; and Anju Dembla, colour consultant. All the team will study individual preferences, home layouts and budgets, before presenting their ideas using special computer technology and 3D software.

Designers at My Design are also available to visit homes to provide more detailed consultancy, creating personal style boards for each room. Recommendations are based on the use of furniture from IDdesign, paint from Dulux, and home appliances and kitchens from Better Life.

At 35,000 square feet, the flagship store is a modern furniture retail outlet displaying a full range of furniture and accessories from IDdesign, and built-in kitchens and household appliances from Better Life. Colour advice is available at the fully equipped, state-of-the-art Dulux Decorator Centre.