Middle East: private label and restructuring

Date : 29 January 2019

We round up the latest news from the Middle East as Noon launches its own private label range and as the Giant Group sells its Safestway brand to West Zone.

Noon launches private label range

Saudi Arabia-based, online retailer noon has launched its first private label range, called east. The launch is part of noon’s aim to offer customers “more choice, convenience and incredible value”.

Noon said there are almost 90 products in the range with competitive pricing. Among these are, USB cables, battery packs, chargers, bathrobes and granite cooking sets. Noon said the range features simple, practical designs and will continue to be expanded to include popular and in-demand products.

Noon said it has partnered with several trusted manufactures and supplies to ensure that the east range is made of high-quality materials using the best technology. East is currently available to customers in the UAE, but will be extended to Saudi Arabia soon.

The Giant Group to sell Safestway brand

Meanwhile in Dubai, the Giant Group has announced it will sell its supermarket chain Safestway to West Zone. The companies have not disclosed the cost of the transaction but said the Safestway outlets will retain their branding.

Safestway is an importer and distributor of consumer goods, food and grocery products. It claims to be the “largest importer of specialised Filipino foodstuffs in the Gulf region”. The chain features a variety of products commonly found in US supermarkets and is known for its competitive pricing.

It has recently decided to shift its focus from retail to distribution, having recently opened a 7,900 sq m temperature-controlled logistics facility. The two Safestway stores, in the Al Safa area near Shaikh Zayed Road and in Jumeirah Village Triangle, will now be operated by West Zone.