Sharaf DG was an entire new concept in electronics’ retailing in the UAE that was launched in Ibn Battuta shopping mall in April 2005. Sharaf DG has been founded on three fundamental pillars- Widest range, best value and trusted service. It offers the customer a wide assortment of products in IT, Photography, Gaming and consumer electronics. The highly trained customer service staff is what differentiates Sharaf DG from the competition. The store was a big success which spurred the group to initiate massive expansion plans. Today Sharaf DG is Dubai’s largest electronics destination with 6 stores that attract a daily footfall of 23,000 customers. The flagship 100,000 sq ft store located on Sheikh Zayed Road is a benchmark in electronics retailing in the region and offers the customer an unforgettable experience. The store features a dedicated customer service area, DG Help- a section for upgrades, repairs and installation, a financial centre for those looking for financial options in addition to a wide assortment of services to pamper the customer like never seen before. Another unique selling proposition (USP) of the Sharaf DG store is the exclusive ladies zone called ‘Electronics for Her’ which features all the products targeted at ladies and which is managed by women ensuring privacy and comfort to women shoppers. With its customer centric focus coupled with vast experience in the industry and backed with the muscle of the Sharaf group, Sharaf DG is expanding rapidly. Sharaf DG has already opened in Bahrain. This is its first store outside of the UAE. Sharaf DG has also opened up Sharaf DG 4u- yet another uniquely designed store that stocks up only the promotional items and easy to carry electronics. This store is located at Mankhool, Dubai. By 2010 Sharaf DG is well poised to become the ‘Electronics Destination of the Middle East’