UAE retailer Landmark launches new food discount store brand

Viva will offer private label products that are at least a 30 per cent cheaper



UAE retail conglomerate Landmark Group has launched a strong of discount food stores under a new brand called Viva, it announced on Wednesday.

The brand will offer private label products that are “at least a 30 per cent cheaper”, a statement said.

The first store was launched in Grand Avenue Retail and Residence, Sharjah, and was the first of four simultaneous openings in Sharjah, Ajman and Dubai.

Landmark plans to open 11 more VIVA stores across the Emirates in the coming months, it added.

The stores will operate in high density neighbourhoods and each outlet will carry a range of more than 1,200 products.

Georg J. Fischer, CEO, Viva, said: “A food discounter concept is powerful and disruptive; customers will experience a different way of shopping where the highest quality at cheapest prices is found in a compact format all at one place.

“The products at VIVA have been hand-picked by a team of experienced professionals, sourced from markets in Europe and Asia.”

The launch of Viva marks the entry of Landmark group into the grocery segment. It currently operates brands such as Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle, Iconic, Max, Shoexpress, Home Centre, Home Box and Emax.

Overall, the group operates over 2,300 outlets spread across over 30 million square feet in the Middle East, North Africa and the Indian sub-continent.