Home Improvement in the United Arab Emirates

PROSPECTS

DIFM culture to make a comeback as retailers offer free aftersales setup services

In the United Arab Emirates consumers are always on the look-out for extra added value with their purchases. This provides the opportunity for retailers to spoil customers with added benefits with the current decline in the housing and real estate market along with the introduction of VAT and other regulations, which have caused residents to look more closely at their expenditure.

Augmented reality to gain consumer preference

As part of United Arab Emirates culture a perfect interior appearance plays a significant role in most households, whether it be a local or expat family. Several home furnishing retailers launched augmented-reality mobile applications that allow consumers to see what furniture products would look like in their own homes using 3D or virtual reality power of design.

Specialist home improvement and gardening stores to invest more in internet retailing

Home improvement and gardening stores are investing in easy shopping experiences for their customers, including improving their internet retailing platforms. While home improvement physical stores remained the major distribution channel for home improvement products in 2018, accounting for a majority share of value sales, internet retailing saw the fastest growth in this year, albeit coming from a very small base.

COMPETITIVE LANDSCAPE

Local players lead home improvement in the United Arab Emirates

Ras Al Khaimah Ceramics continued to lead home improvement, boasting the latest technology and an extensive distribution network. Al Futtaim Group’s Ace Hardware Middle East FZE remained a prominent home improvement brand.

Home improvement leading brands invest in online sales to grow their presence

It has been noted that a lot of customers still prefer to check and shortlist their home improvement products online and then actually make their acquisitions at physical stores. However, international brands in high-value categories such as power tools and home paint offer a wide range of selections and options for customers online, but consumers will then find only a limited selection of products at the actual store, often not including the product they have selected online.

Jotun UAE leads in home paint with its innovative approach to retail

Jotun remained the leading brand in home paint in 2018. However, Jotun UAE was second behind leader Al Futtaim Group with its Ace Hardware Middle East FZE business.

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