Virgin Testing Shop-in-Shop Retail Model in UAE
Virgin Megastores bolsters Emirates telecom brand, du, in a new partnership.
Du is the UAE's fastest growing telecom company and it is backed by Dubai Holding. In a strategic move to advance distribution of its services, du recently partnered with Virgin Megastores, adding nearly 10 new touch points to their expanding presence in the United Arab Emirates.
This “Store within a Store” retail model proves beneficial to both du and Virgin. Virgin Megastores have shifted away from music to focus more on entertainment in a more general way that includes books, lifestyle goods, and technology. The partnership makes sense for du since they are targeting a modern, tech-savvy audience that Virgin stores tend to draw. du's new outlets are more than just booths as they will be manned by customer service employees. du's CEO Osman Sultan stated that: