Burjuman Creates Excitement In Retail Landscape Through Diverse And Unique Offerings #Dubai - Dubai City Guide
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Burjuman Creates Excitement In Retail Landscape Through Diverse And Unique Offerings
(28 August 2014)


Offering families an eclectic portfolio of sought-after designer brands, a year-round calendar of entertaining family-oriented events, a wide selection of dining choices and now a refreshing line-up of new attractions, including the recently opened Carrefour hypermarket and the upcoming VOX Cinemas and a Family Entertainment Centre – BurJuman’s diverse offerings testify to the mall’s commitment to providing an enhanced shopping experience while providing guests easy access to everything they need under one roof.  

As a Strategic Partner of the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) and the organisers of Dubai Summer Surprises (DSS), BurJuman has also contributed immensely to DFRE’s year-round calendar of festivals and celebrations, including the ongoing edition of DSS. The resounding success of the world premiere of TRANSFORMERS live show hosted at BurJuman and organized in collaboration with the DFRE stands as one of the many leading examples of this enduring partnership. Other DSS attractions such as ‘Modhesh Celebration Show’, ‘One Man Band’, ‘The Air Crew Show’ and a host of shopping promotions too have been hugely popular amongst shoppers.  

DFRE’s Media Centre spoke to Leigh Regan, Chief Operating Officer, BurJuman on a wide range of topics including the evolution of the DFRE festivals and their impact on the mall’s retail targets, its redevelopment growth strategies and Dubai’s retail outlook.

In his comments, Leigh Regan noted that the longstanding partnership with DSS has helped BurJuman  achieve an enhanced retail experience for the entire family in line with Dubai’s continued  efforts to position itself  as a year-round family tourism destination.  He said that the success of DSS has been nothing short of remarkable, resulting in a spike in both international and domestic visitors across all major store categories and market segments.

Excerpts of the interview with Leigh Regan – Chief Operating Officer, BurJuman

How many years have you been partnering with DFRE?

As one of Dubai’s oldest and best-known retail landmarks, BurJuman has been a key player in the UAE’s retail success story and is one of the founding partners of the Dubai Shopping Festival and Dubai Summer Surprises. Our longstanding association with DSS has been an instrumental factor in achieving BurJuman’s ongoing commitment to provide an enhanced retail experience for all the family – one that visitors from the emirate and beyond can enjoy summer after summer.

How do you evaluate the retail market performance in Dubai during Dubai Summer Surprises (DSS)?


DSS has evolved into a much-anticipated summer retail and entertainment extravaganza, and as a partner of the festival since its launch, BurJuman can testify to the role that DSS has played in establishing Dubai as a popular summer shopping destination. DSS gives a huge impetus to the retail sector as the festival’s promotional framework – with across-the-board sales and discounts – supports consumer readiness to spend.

In your opinion, how did DFRE festivals evolve over the years in general and DSS in particular?

DFRE events have helped to position Dubai as a year-round family tourism destination. The Dubai Shopping Festival, of course, is the hugely popular centerpiece of the DFRE events calendar, its success routinely sought to be emulated by cities around the world which have unveiled their own shopping fiestas modeled after the DSF format. The success of DSS has been nothing short of remarkable, considering how the festival has transformed Dubai into a summer destination and managed to reverse the trend of city residents moving to cooler countries to spend their summer vacation. With each passing year, both these festivals have experienced a steady increase in scope, visitor numbers and retail business volume generated. We expect DSF and DSS to remain the key driving forces as Dubai sets out to achieve its goal of becoming the most visited city in the world, as envisaged in the government’s ‘Tourism Vision 2020’.

What mall initiatives and activities have you planned this DSS to increase footfall?

BurJuman has put together a busy calendar of entertainment events during DSS this year, headlined by the world premiere of a live TRANSFORMERS show – ‘The Decepticon Clone’ - that brings to life legendary characters from the hugely popular series. Our DSS entertainment line-up also features fun acts such as the ‘One Man Band’, ‘The Air Crew Show’, the ‘Modhesh Celebration Show’ and a host of amazing shopping offers, making BurJuman the ideal destination for families and friends looking to make the best of a lively summer season in Dubai.

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