Home Centre unveils new brand identity, opening of 2 stores in Saudi Arabia

As well as the “Inspired by You” campaign, the company has unveiled a new brand logo and proposition as part of its continued growth plan.

With more than 70 stores throughout the Middle East and North Africa region and Indian subcontinent, the firm aims to strengthen its value and provide products, services, and experiences based on customer demands, senior executives said during a virtual event.

The coronavirus pandemic has seen many home dining tables turned into workstations and living rooms becoming playgrounds. The rapid change in consumer habits has resulted in a boom in house moves and home renovations, contributing to making 2021 the Home Centre’s best ever year, its chief executive officer, Sameer Jain, told the online gathering.

The versatility of home spaces had been reflected in the brand’s products, stores, and brand identity with a logo designed to take on many different forms, he said.

Home Centre bosses maintain that Saudi Arabia is an important market for the company with more than 70 percent of its staff (of which 50 percent are women) in the country being Saudi nationals in line with its commitment to Vision 2030 objectives for the diversification of employment opportunities and creation of jobs for women in the Kingdom’s private sector.

The firm plans to open new stores in Hail and Makkah, which will take its total number of outlets in Saudi Arabia to 30 and will be launching a new concept store in Mirdif, Dubai, which is set to be the largest in the Middle East at more than 80,000 square feet.

The new stores aim to offer a different shopping experience to customers with inspirational rooms and a strategic layout designed to display furniture and coordinated home accessories in proximity. In addition, the stores offer click-and-collect and personalized design services.

Despite the significant investment in retail stores, Jain told Arab News that e-commerce had seen strong growth over the last two years. He pointed out that being customer-centric meant that “we don’t want to decide how you shop; we want you to decide how you shop.”

He noted that Home Centre was one of the fastest-growing home retail brands in the e-commerce space.

“We started our e-commerce journey nearly seven years ago, and today we have double-digit revenues coming from e-commerce in all our markets and they are tending to grow even higher in some markets like Saudi Arabia and the UAE,” Jain added.