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UK kitchen retailer to replicate home success in UAE

Lakeland, a provider of creative and innovative kitchenware, recently opened its outlet at the Mirdif City Center. This is Lakeland’s first venture outside of United Kingdom. The kitchenware retailer has partnered with Bahrain-based Jawad Business Group to roll out itsoutlets across the GCC.

“Lakeland is a uniquely creative establishment that blends perfectly with Dubai’s distinctive and highly universal retail environment. The city’s uniqueness is complimented by an extremely family oriented population who boasts exquisite homes. We are delighted to be at the Mirdiff City Center, with the hope that it will be as loved here as it is back home in the UK,” said Wendy Miranda, International Product Manager, Lakeland International She added: “We see huge commercial opportunities for us in UAE and Middle East because there isn’t anybody doing what we are doing. The market potential for our kind of products is never diminishing. There are always people who enjoy looking after their homes.”

In a market that is crowded by home grown brands, Lakeland believes it isn’t a late entrant here. “The Lakeland shopping experience is unique; our products offer customers practical solutions at affordable prices and with great quality and service.

In the UK our customers are the protectors of the brand and they are very loyal,” she said.

Less than two weeks since launch, Lakeland believes its strategies are paying dividends.

“Let me put it this way. Our sales have exceeded our expectations, so far.” Adding, We are unique in our market position as we bring together a number of ranges of innovative kitchen and home products. We also deliver these products with a high level of customer service and bring all of this quality to the customer at very competitive prices,” Miranda told Khaleej Times.

The kitchenware retailer plans to open its second outlet in Bahrain by September 2010. Lakeland, who came into being in 1963 as a provider of polythene bags for packing poultry, today boasts of as many as 4000 products in its range. The company claims to deliver to over one million households around the world. Lakeland’s product range, according to a statement, are designed to “make everyday life easier and more enjoyable, be it for cooking, entertaining, doing the housework or searching for the perfect present.” There are over 45 Lakeland stores across the United Kingdom.

· sandhya@khaleejtimes.com