Hisense, the Chinese multinational white goods and electronics manufacturer, has opened its first store in the Middle East in the UAE’s Dubai Hills Mall, following its partnership with Fujairah General Trading Enterprises in September.
The store stocks the brand’s consumer electronics, such as smartphones and televisions, and home appliances, including dishwashers, refrigerators and microwaves.
“We are excited to announce the opening of our very first physical store here in Dubai. As one of the fastest-growing regions for Hisense globally, our company values of driving innovation and delivering best-in-class quality to customers resonates so well in the Emirates, said Jason Ou, president of Hisense’s Middle East and Africa division.
The opening marks the beginning of the brand’s regional expansion and will be the first of many planned for the region this year.
“This is just the beginning of our regional journey. We are already in the planning phase for another flagship store in Qatar, which will be closely followed with two more stores planned in Saudi Arabia this year,” Mr Ou added.
The brand’s introduction into the local market complements the city’s efforts towards digital transformation, Shaikha Ahmad Al Bishri, director of the business excellence department at Dubai’s Department of Economy and Tourism, said.
“For Hisense to choose Dubai for its first branded store in the region is a clear testament to the business-friendly landscape and commercial appeal of Dubai.
“Dubai and Hisense share many values, including the prioritisation of technology, innovation and customer happiness.”
Hisense plans to grow its operations in the UAE by 50 per cent this year, after reporting a 116 per cent growth rate in the region in the first half of 2021 from the previous year.
“The opening of our first regional store further underlines the brand’s vision – set when launched in 1969 – to become the world’s most reliable consumer electronics brand,” said Ismail Al Hurani, COO of Hisense’s Middle East and North Africa division.
“Through the continual pursuit of scientific and technological innovation, our ongoing expansion plans and the rollout of our latest and most innovative product, we are aiming to become the region’s preferred brand for millions of consumers across the Middle East.”
The brand begun its goal to increase its brand awareness in the region when announcing its sponsorship of the FIFA World Cup 2022, set to run in Qatar from November 21 to December 18.
Its previous sponsorship of the FIFA World Cup 2018 in Russia increased its global brand awareness by 6 per cent.
The Dubai Hills Mall opening will also see the brand’s regional debut of its smart 100L9G Laser television from the TriChroma Laser TV series.
