Sharaf DG marks 20 years as a leading electronics retailer in the Gulf region
Sharaf DG, one of the most prominent electronics retailers in the region, proudly celebrates 20 years of success this year. Since opening its first store at Ibn Battuta Mall in Dubai on May 6, 2005, the brand has consistently delivered the latest electronic and tech-driven products to consumers across the GCC.
Today, Sharaf DG operates 32 stores across the UAE, Oman, Bahrain, Egypt, and KSA, managing a vast retail footprint of over 700,000 sq ft and attracting one million in-store customer visits each month. Its robust e-commerce presence complements physical stores by enabling seamless product searches, helping customers locate in-store displays, and facilitating product warranty management.
"Our journey over the past two decades has been driven by a relentless pursuit of operational efficiency and technology innovation," said Nilesh Khalkho, CEO of Sharaf DG Electronics. "Our milestones, including the launch of a 100,000 sq ft flagship store — the largest electronics store in Dubai in 2007 — and pioneering category-led selling with our own sales experts, have helped us build a strong and loyal customer base."
Over the years, Sharaf DG has launched numerous industry-first campaigns and services. A standout initiative, the 'Buy a 103' Hisense TV and get a BMW free' campaign, captured the public's imagination and reinforced the company's commitment to value-driven offers. The brand has since expanded its service portfolio to include repair solutions, trade-in programs, and flexible financing options, making technology more accessible and convenient.
Reflecting on the company's growth, Khalkho stated: "Our early focus was on availability and assortment, but today, it's about creating a superior customer experience. We've learned that trust is the foundation of our success, and that trust is built through consistent service, innovation, and customer engagement."
Understanding customer needs has been central to Sharaf DG's evolution— evident in their multi-brand comparison zones, eco-friendly buyback programmes, and leading sustainability initiatives that promote energy-efficient products and circular economy practices.
"Our vision has evolved from merely being a destination for electronics into a lifestyle enabler," Khalkho noted. "Today, we focus on convenience, sustainability, and personalisation, leveraging data and automation to deliver a frictionless, tailored shopping experience. Our future strategy revolves around integrating AI, expanding our regional e-commerce footprint, and enhancing customer experience through data-driven service delivery."
After two decades of delivering exceptional service and innovation, Sharaf DG's roadmap for the next decade is centered on transforming retail into an intelligent, customer-centric ecosystem.
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