Electronics retailer Emax is investing Dh100 million to open 15 new stores across the UAE and GCC by June 2013, bringing its total outlets to 50, according to the company’s chief executive.
Emax is also planning to open an online store by the end of the year, Neelesh Bhatnagar, CEO of Emax, told Gulf News.
“There are e-commerce plans in the pipeline, we need to get in sooner or later…We will start with fast-moving products, it’s not possible to have the full range we do in the store,” he said, adding that migrating online involves a big learning curve.
Emax’s venture into e-commerce is part of a larger initiative by its parent company the Landmark Group that will see its other brands opening online stores, he said.
The retailer is also planning to expand its current 35 stores with another eight in the UAE, two in Oman, two in Qatar and four in Saudi Arabia to reach 50 stores by the middle of 2013, said Bhatnagar.
“In the next three years Saudi Arabia will be leading the share of business for Emax,” he added.
By 2014, once it has stabilized business in the GCC, Emax will consider Egypt, Lebanon, Jordan, Iraq, Syria and India for direct investments or franchises, he said.
While tablets and ultrabooks are all the rage now, Emax will begin focusing on the underserved accessories market with plans to grow it from just five per cent of business to 15 per cent over the next three years.