Dubai CommerCity joins Wafi Group to encourage foreign businesses’ expansion in Middle East

Dubai CommerCity, part of the Dubai Integrated Economic Zones Authority, has partnered with Wafi Group’s upcoming omnichannel department store Link at Wafi City to launch SparkBiz to help businesses enter and expand in the region’s market.

The SparkBiz initiative seeks to encourage foreign companies to enter the region by facilitating business establishment procedures and offering cost-effective solutions, customs support and an omnichannel experience.

Board member at Dubai CommerCity, Amna Lootah, said: “This strategic partnership is an important development and aligns with our efforts to lay the foundations for a more integrated and flexible economy, based on innovation, and advanced technology as the main drivers of sustainable development.

“This initiative, which bridges the gap between the physical and virtual worlds, will contribute to the digitisation of businesses in the free zone and support global businesses to establish themselves in the Emirate via a smooth experience.

“We are confident that this partnership will welcome great success and bring exceptional value to businesses operating in the free zone. This launch further represents a significant step forward toward defining Dubai CommerCity’s technological and innovative identity in the digital world and enhances its presence as a regional and global destination for attracting direct foreign investments and as an integrated business incubator operating according to the highest standards.”

Link is a phygital department store, which is set to open at Wafi City in Dubai. Consumers will be able to touch, feel, and try products from different categories, including fashion, electronics, accessories and cosmetics.

The partnership reflects the free zone’s efforts to achieve the objectives of the Dubai Economic Agenda, which seeks to double the size of Dubai’s economy and accelerate the growth of its digital economy.

The launch of SparkBiz can also contribute to enhancing Dubai CommerCity’s reputation as a top hub for global businesses, said head of marketing for Wafi Group, Stephanie-Alexandra Chartier.

“We are thrilled to collaborate with Dubai CommerCity. This partnership represents a significant step towards advancing Dubai’s digital ecosystem and fostering a thriving business environment.

“We believe that through this collaboration, Link will play a vital role in providing a seamless phygital experience, bridging the gap between physical and virtual retail to consumers, and offering global retailers a unique test market opportunity. SparkBiz, will offer exceptional benefits to businesses looking to enter and expand in the region’s market.”

Dubai CommerCity offers a digital commerce ecosystem and a turnkey digital commerce solution for businesses. It also specialises in areas including digital commerce strategy consulting, guidance on digital commerce regulations in the region and end-to-end logistics solutions.