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Growing Optimism In Dubai’s Retail Sector Behind Burjuman’s Expansion Strategy
(1 July 2013)
Mall reaffirms commitment to supporting DFRE.


BurJuman is a landmark in the UAE and the region for niche, luxury malls and a success story of Dubai’s retail and malls sector. Offering comprehensive high-end shopping with the best global brands along with a suitably upmarket décor and facilities such as a world-class business centre and services apartments, it has carved a reputation for offering quality, luxury and exclusivity.

Offerings some of the best brands and products in a variety of sectors, such as fashion, cosmetics, accessories, electronics and food, among others, BurJuman has something for everyone in its retail space which is made all the more vibrant by its unique and stylish ambience. The mall has embarked on an expansion and renovation phase that will see it increase its bouquet of offerings with the addition of more food and beverage options, a 14-screen multiplex and a Carrefour outlet.

Since its inception, BurJuman has also enjoyed a special relationship with Dubai’s government driven initiatives including the Dubai Summer Surprises (DSS). Today, as a Strategic Partner of the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), and organizers of DSS, the mall continues to play a major role in pulling discerning high-end shoppers from all over the world to the annual summer extravaganza with its diverse product offerings and promotions.

Speaking to DFRE’s Media Centre about the group’s past and continuous association with the DFRE and DSS, its growth and about its future plans and expansions, Eisa Adam Ibrahim, General Manager, BurJuman said the mall’s continued support to the DSS demonstrated its commitment to playing a significant part in the development of the tourism and retail sectors of Dubai. In turn, BurJuman also benefits from the DSS, as evident by the promotions it rolls out for the season, resulting in increased footfall and sales at its outlets.

Excerpts from the interview with the DFRE Media Centre:

How do you measure the strategic partnership between BurJuman and DFRE in strengthening Dubai’s position as a top tourist destination during summer?

There is no doubt that Dubai is considered a top tourist and shopping destination, especially for families. DFRE supports this through creating plans that benefit visitors and customers by offering them the best products at the best prices. DSS provides an amazing opportunity for both private and public sectors by offering unique products and services at amazing discounts – this is where DFRE and BurJuman’s partnership comes in.

BurJuman includes a shopping center, a business centre and hotel apartments. In addition, BurJuman offers the very latest in all fields to satisfy its visitors and tries to find innovative ways to make shoppers enjoy their time at the mall. The shopping experience also includes amazing promotional offers. And BurJuman also offers entertainment shows that suit families and visitors of all ages.

What is the thought behind BurJuman’s hosting of events during the Dubai Summer Surprises?

Visitors expect more than a shopping experience from BurJuman. They consider BurJuman a place that offers fun and entertainment for everyone. For that reason, we strive to meet all our customers’ needs in a single destination. BurJuman includes high-end brands as well as well-known shops and restaurants. This makes the shopping experience suitable for all visitors from around the world and offers everyone a fun shopping environment. BurJuman is also keen on hosting shows that make the place a fun, family destination.

What is new at BurJuman this summer?

This summer BurJuman has welcomed at its premises the stage show Jungle Book Circus – a story inspired by Rudyard Kipling’s classic. We wanted to offer our visitors a fun experience that suits all age groups and the entire family. Adults always accompany their children to such shows, so we wanted everyone to enjoy the summer shows.

Shoppers can also benefit from our retail offers and win prizes by participating in the summer raffle draws that the Dubai Shopping Malls Group offers during the summer. Shoppers will have to spend AED 200 AED only in BurJuman to enter a raffle draw to win AED 1 million, as well as eight BMW cars. Moreover, there are discounts that range from 25% to 75%, as well as amazing promotional offers and shopping vouchers.

You are currently working on expansions and renovations in BurJuman. Can you tell us more about that and what new things the centre is going to offer?

We are conducting major developments that will enhance the center’s ability to meet all our customers’ requirements and raise our game by providing more shopping facilities to shoppers. We are currently expanding the restaurant area, as well as connecting the new restaurant area with the Pavilion Gardens in the south area. We are also redesigning the main entrance completely and creating an open area for visitors to enjoy their food.

As soon as the renovation is completed, we will include an impressive new array of large and small stores in the northern area of BurJuman. The mall will include a new Carrefour branch and a Vox cinemas multiplex with 14 theaters, as well as an entertainment area for the families, restaurants, cafes and new fashion stores, some of which will be seen in the region for the first time.

What is the reason behind this huge expansion and renovation?

We always keep our customers in mind and always want to offer them the latest and the best. We are also always keen to make both our shoppers and tenants happy. We believe that this step will definitely offer the best products to our partners and we hope that it open new opportunities.

How do you view the future of the retail sector in light of the steady increase in the number of tourists coming to Dubai?

Dubai offers a full range of experiences and facilities for everyone to spend amazing summer vacations here. This includes an amazing shopping experience, entertainment and shows. Tourism plays a very important role in stimulating retail growth and it is known that Dubai has become a top destination offering high-end international brands as well as amazing services. This is all with the help of the unique business environment that is able to attract consumers irrespective of despite their nationality or culture. All this contributes to the achievement of sustainable economic development and strengthens Dubai’s position as a preferred global destination.

In 2012, DSS attracted more than 4 million visitors from all over the world which contributed to an increase in the retail sector revenues and hotel occupancy rates, as well as in the hosting of activities and events suitable for families.

According to a survey on global retail, Dubai was ranked second among the most targeted destinations for retailers. The retail sector is expected to continue contributing to tourism inflows, which will further encourage cash flow within the retail sector.

What impact does the hosting of kids’ shows have on visitor numbers in BurJuman?

With the school breaks on and the hot weather, there is an increase in the number of children in malls, along with their families. Parents and families always look for places where the children can enjoy their time. They visit BurJuman to have a great time and enjoy the shows taking place in the mall, which are designed to appeal to all nationalities and age groups. BurJuman hosts shows that attract all kids – which makes the mall enjoyable for both children and their parents.

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