Sana eyes 100 stores by 2020

Sana is the region's oldest fashion retailer offering clothing for the entire family at affordable prices.

By Rohma Sadaqat

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Published: Tue 19 May 2015, 11:24 PM

Last updated: Thu 25 Jun 2015, 7:38 PM

Dubai: Fashion retailer Sana has revamped its brand strategy as part of a massive expansion plan to operate 100 stores across the region by 2020.

With the new strategy on track, the popular retailer is aiming to become a serious player in the value fashion segment, Sana chief executive Shivam Sharma said at a Press conference on Monday.

“We have already renovated our existing stores, and are working on reintroducing Sana to our customers,” said Sharma.

Sana is the region’s oldest fashion retailer offering clothing for the entire family at affordable prices. The popular clothing retailer revealed its ambitious plans for the next five years, aiming to become one of the largest value retail fashion brands in the Middle East with a network of 100 stores.

Sana’s current geographical network includes 16 stores across the UAE, Qatar, Oman and Bahrain, with nine more expected to open by mid-2015. The fashion brand announced an initial investment of Dh200 million over the course of the next two years, to expand its retail business offering towards store expansion, renovation and resource building.

“A lot of people connected with us, since they felt comfortable, and we want to preserve that,” Sharma told Khaleej Times. “Retail in the region has changed and it was important for us to keep up with the pace of change so we started the process of re-investing in the brand. We have totally refreshed Sana, and our stores today have a new feel and rejuvenated look.”

“Our success over the years has been our focus and commitment towards offering quality products at value price. This still remains the soul of Sana. Today we are creating new experiences for our customers and hence apart from expansion, the entire brand has been invigorated including the existing stores. The emphasis has been on re-energising the brand elements, modernising and revitalising the stores, offering a wider range of merchandise that is trendy and vibrant, and enhancing customer service,” added Sharma.

Sana has also confirmed that it will be opening stores in the developments of Majid Al Futtaim Hypermarkets, New Mall Limited (Nakheel), Line Investments & Property, Abu Dhabi Co-operative Society, and Deerfield’s Townsquare Shopping Centre.

“Our key focus is on keeping the retail model simple and cost-effective allowing us to pass the benefit to the customer. If you walk into one of our existing stores that have all been recently renovated in line with our new brand concept, you will see and experience the difference,” said Sharma.

Asked about the new store openings, Sharma confirmed that the majority of the new stores will be in malls. “Our current focus is on expanding our footprint in the countries that we already have a presence in such as the UAE. Later on, we will focus on bringing the brand to customers in the wider Middle East,” Sharma revealed.

rohma@khaleejtimes.com



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