Abu Issa Holding opens GCC’s first Degrenne Paris flagship store in Dubai at Citywalk

Abu Issa Holding opens GCC’s first Degrenne Paris flagship store in Dubai at Citywalk

Degrenne is targeting UAE’s $75 million culinary and tableware industry, as residential sector and hospitality projects boom

Dubai, UAE, 30 April 2015: Abu Issa Holding, a leading business conglomerate in the Middle East, has launched the GCC’s first flagship store of Degrenne Paris, the leading French manufacturer of exclusive home and kitchenware, in Dubai, at Citywalk, on Al Wasl Road.

The company is targeting the UAE’s $ 75 million culinary and tableware industry that is fueled by the boom in the hospitality industry, and an expanding residential sector reflected in the addition of an estimated 28,000 new units in 2014 alone, according to the latest Jones Lang LaSalle (JLL) report.

Degrenne Paris is already present in Bahrain, Qatar and the UAE. However, the new Dubai store has been developed as the brand first flagship store in the region, and heralds a dynamic growth strategy planned by the renowned kitchenware retail brand for the Gulf, according to Mr. Fawaz Idrissi, Senior Vice President of Abu Issa Holding.

“Citywalk on Al Wasl Road is the perfect choice for us to make our regional foray, as the area has impressive retail frontage that offers a sensational shopping environment. The new Degrenne Paris is targeting residents and GCC tourists visiting Dubai,” Mr. Fawaz Idrissi said.

Mr. Idrissi explained that the location of the flagship store in an open retail complex presents an ideal shopping environment for those looking for high-quality kitchenware. The new store will stock a comprehensive range of tableware catering to restaurateurs and hoteliers, including dishware, crockery and glassware, each boasting designs that have been meticulously crafted by industry professionals.

“Used by celebrated chefs worldwide, and honoured with awards for innovation, Degrenne Paris products stand apart through their elegance and quality, offering unique and timeless styles that could be modern or classic, matching the theme of any restaurant.”

During the launch event, Degrenne Paris announced winners of the social media competition centred on Degrenne Paris during the month of April. The grand prize is a trip to Paris for two people and a 3-night stay in a 5 star hotel. “We have drawn a huge participation in our social media campaign that concluded on 26th April 2015. The participants posted clear pictures of their tables on our facebook page, a jury of experts from Degrenne Paris selected the winner. We congratulate Mr. Arash Taki, the first place winner. This is our gift for our regional customers.”

Abu Issa Holding (AIH) is one of the leading business groups in the Middle East. The company has grown phenomenally over a span of three decades and is among the region’s most diversified and progressive groups. It controls and operates market leading companies across the region in various sectors including retail, distribution, telecommunications, IT, energy & engineering, construction supporting services, investment, real estate and other marketing operations.

Degrenne Paris opens boutique in Dubai Festival City

Degrenne Paris opens boutique in Dubai Festival City


Dubai, United Arab Emirates, July 7, 2009: French brand Degrenne Paris, manufacturer of exclusive table and kitchen ware, has opened its first flagship shop in Dubai at Dubai Festival City.

Chef Osama El-Sayed, the renowned TV celebrity and most trusted food expert in the Middle East has cut the ribbon of the new store in an evening ceremony held yesterday Monday (6th July, 2009) and attended by media.
“Degrenne Paris is the only brand in the Middle East to offer both casual and formal ranges of porcelain, cutlery, cookware, glassware, kitchenware, table and kitchen linen and children’s collections in a vibrant contemporary layout. Given the highly competitive retail scenario in the UAE, we count on the quality of the Degrenne Paris products to provide a unique appeal to customers,” said Clive Stanley, CEO, Retail Division, Alphamed Group, “We are confident that the Degrenne Paris brand will see the same kind of success here as in Europe.”

The Degrenne Paris flagship shop spread over 1,600 square feet, boasts a contemporary layout exuding an elegant shopping environment at Dubai Festival City. The collection combines simplicity, practicality and aesthetics.

The boutique symbolises shared pleasure and conviviality. The cherry and chocolate background enhances the appeal and the furniture display where the airy, spacious layout enhances the shopping pleasure. The layout is clever, mobile and adjustable, designed to give visitors an opportunity to touch and feel the products. Likewise, several tables are set to suggest different combinations and mix and match options.

The boutique is divided into three universes: culinary, convivial and wedding list. The latter is distinguished by a red arch where the festive porcelain collections are displayed inside four huge petals and placed above a display table designed to welcome the bride and groom.

Jacques Morand, Franchise Development worldwide, Degrenne Paris, said: “For over 60 years, Degrenne Paris has been designing, manufacturing and selling its acclaimed product range in 75 countries, with the turnover crossing 90.5 million Euro in 2008. Degrenne Paris owns four factories in four production sites including Vire and Limoges in France. It embraces distribution networks both in France as well as outside Europe, by marketing six product families including table crockery, cutlery, glassware, accessories, culinary, table linen and kitchen linen. It has also developed a subcontracting activity on behalf of third parties thus enhancing its industrial know-how both in stainless steel as well as ceramics.”

Following the two shops in Dubai Festival City and The Dubai Mall, 13 outlets are due to open in the UAE, Qatar, Kuwait, Oman and Bahrain over the next two years. Alphamed Group, a leader in retail franchising in the Middle East, will exclusively operate the unique Degrenne Paris retail outlets in these countries as well as manage a flagship cookery school where customers would be able to use Degrenne Paris products and get cookery tips from chefs.
Stanley added: “We are always searching for brands that bring a solid value proposition. Major real estate developers in the region have shown high interest in hosting these outlets in their shopping malls. Renowned Dubai chefs have also expressed their willingness to share their passion at the cookery school.”
Degrenne Paris also operates in the Middle East with renowned hotel chains and airlines such as Royal Jordanian and Qatar Airways.
Morand added: “The Gulf market is a world class shopping destination with some of the largest and renowned shopping malls in the world. Through our partnership with Alphamed, we can better serve our clients with products that represent superior quality. By opening this outlet, the Degrenne Paris boutique network will have 92 points of sale. The Gulf was part of our expansion agreement since a long time; however we were looking for the right representative. We are happy we have chosen Alphamed Group.”