Complex Made Simple

Albatha’s E-City rolls out new identity for 2016

The reformed logo marks a combination of red, blue and white, which reflects the power of innovation and the brands commitment with its services and portfolio

With an aim to streamline its core business and positon itself as a 360 degree electronic solution provider, E-City, the electronics retail wing of Albatha Retail & Home Products Group of Albatha Holding, has recently announced its strategic rebranding exercise. Albatha Group is one of the largest private businesses Group in the UAE, consisting of more than 25 autonomous companies in diversified sectors and has combined workforce of over 6,100.

Promising to offer the best electronic solutions in the market, the new move will denote a new phase in E City’s transformation to grow beyond traditional electronic services available in the region and adhere to international standards.

In a quest to constantly abide by customers’ needs and wants, E-City has devised plans to transfigure its existing business model by inculcating a fresh appeal within all the layers of the organization including a trendy revamped office.

Banking on 8 years of experience and a stellar track record, E-City will align itself with Dubai’s 2020 vision of innovation and development, embarking on a dynamic journey beginning 2016 to attain the position of a titan in the electronics sector. In the midst of stiff competition, customers are always seeking new and improved versions of the available services; E-city’s has ventured to alter its organizational composition from its roots.

Commenting on the decision to rebrand E-City, Jaouad Dakir, CEO of E-City said, “To thrive and stay relevant, we have decided to build on our customers’ trust in us and respond to their changing needs.  Our commitment to offer state-of-the-art products and services available to every household stems from the fact that Dubai has seen a remarkable advancement in the fields of technology over 25 years. Customers are always looking for a trusted and a reliable brand that is at the forefront of technology and we at E-City are devoted to offering distinctive products and services delivered with a customer-centric attitude”


The reformed logo marks a combination of red, blue and white, which reflects the power of innovation and the brands commitment with its services and portfolio. According to researchers, the color schemes embodied in the logo is of major significance as it affects the overall perception of brand. Colors such as red, blue and white have proven to affect the human mind in a positive manner affecting patterns of their shopping behavior.


In accordance to their new and improved approach, E-City will revamp all their existing stores to maximize space and offer a unique shopping experience to customers. Slated for completion by mid-2016, all the E-City outlets will advocate the highest standards of quality and dedication towards service excellence, bringing an ethos of trust and dependability to all.


Bringing a world of experience in the retail sector for over 22 years from Europe and Asia, Jaouad Dakir has devised intensive plans to enhance shopping experiences for our customers.  Speaking of the vision for E-City Jaouad Dakir, added, “People travel the world to witness new things, whether they are trends, gadgets, and technology. We at E-City want people to look no further than their neighborhoods to indulge in top-notch products and services.”


The store is a one-stop- shop for any gadget enthusiast offering electronics catering to household, offices, hospitality needs, experience and much more.