Dubai, UAE; January 19, 2022: As a climax to a series of meaningful touchpoints in celebration of its
25th anniversary, Home Centre, one of the largest retailers of furniture
and home furnishings in the Middle East, North Africa and the Indian
sub-continent, today unveiled a new brand identity that is underpinned by their
customer-first approach of enabling every home to tell its own unique story.
The dynamic brand identity, a first of its kind in the region, was launched
with a campaign aptly titled ‘inspired by you’, as a touching tribute to over
25 million homes and counting, that they have been a part of and continue to be.
The objective is to further strengthen the value of the iconic brand which has
opened over 70 stores, delivering to 1,950 homes daily, over the past 25 years.
As a prelude to the brand identity launch
and celebrating the people who are at the centre of Home Centre-its customers,
the brand has also launched an emotional campaign, ‘Your Home. Your Home
Centre.’ The campaign is reflective of the core brand values that celebrate
the lives of customers who have been a vital part of the brand’s journey in enabling
people to turn their houses into HOMES. At the heart of this campaign was a
digital activation that reached out to people across the region. Customers
could participate without any purchase and simply express ‘What home means to
them?’.
A whopping
12000 plus people across GCC participated in this activation, sharing with Home
Centre their unique home stories, their favourite colour, texture, pattern
& object. Home Centre used these unique home inspirations to support their thought
process behind the new identity which is inspired by real people and reflects their
lives, their stories. 25 winners of this contest will be thanked for their
participation with room makeovers from Home Centre.
Home Centre aspires to give its customers not the home they want, but the
one they can uniquely design – in style, range, quality, and affordability. The
new brand makeover and the collections inspired by this evolution amplify the
message that every home has a unique story to tell. Home Centre enables
customers to select from the wide range of products that reflect their
personality. That is why the brand makeover, and their curated collections reflect
unique styles and personalities driven by the theme ‘Inspired By You’.
With the brand makeover, Home Centre has stepped up its efforts to evolve
with the changing consumer behaviour and offer the latest styles and designs. Celebrating how
people live, Home Centre’s new brand identity is dynamic in nature representing
trends, seasonality and personalisation. The new brand makeover is also a
reflection of how Home Centre’s customers can update their homes and explore new
ideas, designs and color palettes to give a stylish makeover to their homes. The
new brand identity is in line with Home Centre’s vision to make beautifully
designed homes accessible to everyone, offering aspirational designs at
affordable prices.
Following the reveal of the new identity,
Home Centre reimagined the customer shopping experience and journey for their
store at City Centre Mirdif. The new format store houses 6 apartment set ups offering
customers styling tips and ideas that will truly inspire the inner designer in
them and will help them create a living space of their dreams. Offering an easy
and convenient shopping experience, the store hosts dedicated category
destinations, to offer range of choice. Parents can shop freely while the kids
are engaged at the entertainment area. The new format store at City Centre Mirdif
is Home Centre’s largest store in the UAE spanning across 79, 000 sqft of
inspiration. Additionally, the store also offers click and collect and personalised
design services.
Aarti
Jagtiani, Group Director and Board Member, Landmark Group, said: “We are in the business of creating human impact
and with 25 years in the business, it is time for us to take a fresh approach
for the next 25 years and more. We are proud to be operating in a country that continues
to seek new goals and ambitions under its able leadership, and we at Landmark follow
the same vision of incorporating innovative ways to serve our customers and
residents better. The Group and its
business verticals have witnessed strong, steady, organic growth in this
country with Home Centre and we are confident that we will continue this
momentum in the years to come.”
Sameer Jain, CEO, Home Centre, added: “As part of our journey, we realised we need to stay even
more connected to our customers and there was a need to evolve with changing
consumer behavior. We are now looking at the next 25 years and want to reach
out to our customers with a re-positioned look and feel of our brand which is not
just a physical change in identity but a refreshed ethos that runs across the
various touchpoints of our organisation. Through ongoing research and
continuous engagement with our customers across the region, we have been
working towards evolving our offer based on consumer needs which has culminated
in the launch of a new positioning and brand identity that helps us connect
better with our customers.
Home Centre is inspired by all the things that make your home
different. To ensure that customers experience the new brand
makeover, Home Centre has launched a New Trend collection with a catalogue showcasing
the latest designs and styles including a capsule collection by the Lebanese –
American designer Farah Merhi. Home Centre is constantly in sync with the
latest trends and offers artistic collaborations and interior design services
to help consumers find the very best in-home decor to transform everyday
spaces.
All the collections are available across
stores in MENA and at www.homecentre.com. View the product catalogue here and the brand launch video and logo
transition video here.
