Home Centre plans to add new stores by 2020

While continuing to strengthen its existing market presence, Home Centre will also explore expansion opportunities in countries such as Kazakhstan, Morocco, Kenya, Algeria and Angola

MUSCAT: Home Centre, the largest home retailer in the Middle East, kicked off its milestone 20th anniversary celebrations by unveiling plans to expand its regional presence through the addition of over 50 new stores over the next five years.

The brand has grown from a single store opened in Sharjah, UAE in 1995 into an international network of nearly 90 stores spread across 10 countries and occupying a total space of 4 million sq. feet, says a press release.

Attributing its leading status to the versatile product offering, affordable pricing and customercentric approach that have been the cornerstones of its business strategy, Médéric Payne, CEO of Home Centre, announced the brand plans to invest more than AED 1 billion over the next five years to strengthen its presence across the Middle East, North Africa and Asia. Home Centre will also remodel over 40 existing stores in the region, fortify its existing supply chain and enhance its warehouse infrastructure.

While continuing to strengthen its existing market presence, Home Centre will also explore expansion opportunities in countries such as Kazakhstan, Morocco, Kenya, Algeria and Angola, both through organic growth and new franchise operations. The brand’s projected expansion will create around 3,000 additional job opportunities by 2020.

In a bid to adapt to evolving customer needs, Home Centre aims to introduce a wider offering over the next five years to include a range of innovative products, a lifestyle range of home storage options, modular furniture concepts, as well as completely new product categories.

Médéric Payne, CEO of Home Centre, said: “Twenty years marks a significant milestone for a homegrown brand like ours that has today evolved to become the region’s preferred home shopping destination. We started with a vision to provide customers with high quality products at affordable prices and today two decades later, customer satisfaction continues to remain a prime focus for us.

“In our endeavour to extend an exceptional brand experience, we ensure that our product range is aligned with global trends, while continuing to cater to our diverse local customer base as well.

“We also routinely reformat our store design and enhance our customer service experience in line with new technology and changing trends that sweep the home retail market. We have ambitious plans for Home Centre in the next five years. We will increase our store count and retail footprint by 50 per cent, while venturing into new markets. This expansion will fuel Home Centre’s next phase of growth.”

In the last two decades, Home Centre has invested in building strong and enduring relationships with its customers. More than 80 per cent of Home Centre customers are reported to be loyal to the brand, with studies indicating that on an average, a Home Centre Shukran member visits one of the brand’s stores at least three times a year.

Home Centre has been consistently ranked among the top 50 brands in the Middle East Global Brand Simplicity Index. In addition to this accolade, it maintained its Superbrand status for three consecutive years in the UAE (2010-12), as well as once each in Kuwait (2010) and in Jordan (2012).