Lebanese-based retail conglomerate AZADEA Group has added BOSE to its lifestyle portfolio in the UAE.
The partnership promises BOSE brand stores at Dubai Mall, Mall of the Emirates and in-store shops across all Virgin Megastore branches in the country.
“At AZADEA Group, our mission is to always bring new and innovative offerings to our customers,” said Marwan Hert, president of the Lifestyle Division at AZADEA Group.
“Our partnership with BOSE, a global leader in audio technology, is only a testimony of our continued commitment towards this mission.
“We are proud of this strategic alliance between AZADEA and BOSE and look forward to creating more exciting moments for our customers and bring more value to both organisations,” Mr Hert said.
Virgin Megastore, operated by the AZADEA Group, has resold BOSE products for 10 years.
“We’re excited to build on the relationship with AZADEA Group which started a decade ago when they first started reselling BOSE products,” said Joe Fadous, manager of BOSE’s Middle East and Africa division.
“They’re a world-class retailer that shares our values and mission to create memorable experiences and unique one-of-a-kind products that are exclusive to BOSE,” Mr Fadous said.
The alliance complements the AZADEA Group’s expansion plans and follows their recent addition of variety store Flying Tiger Copenhagen to its lifestyle brand portfolio.
At present, the AZADEA Group represents more than 35 international brands, operating more than 600 stores across 13 countries in the Middle East.
