Latest News

Samsung unveils largest shop-in-shop in the MENA region


Located in Dubai’s Sharaf DG Times Square Centre, the new store will showcase the brand’s latest home appliance innovations powered by AI and connected through IoT


Dubai, UAE – November 14 2020 – Samsung Gulf Electronics today announced the opening of its largest shop-in-shop in the MENA region, which is located in Sharaf DG Times Square Centre, Dubai. The new outlet will serve as a dedicated destination that showcases Samsung’s latest innovations in the home appliances category and provides consumers with the best-in-class shopping experience as they explore and purchase products. Samsung is committed to creating experiences that transform everyday life and the brands’ wide range of market-leading appliances at the new shop-in-shop. These products are part of the connected living experience, they are powered by artificial intelligence (AI) and connected via the internet of things (IoT) that can be controlled from anywhere, at any time, through SmartThings app available in all smartphones.


“The unveiling of our biggest regional shop-in-shop is a proud moment for Samsung. We are delighted that this project has finally come to fruition after an extensive design and planning process,” said Burcin Arabul, Head of Home Appliances at Samsung Gulf Electronics. “Customer convenience has always been a top priority for Samsung. We want those who love our products to be able to have constant access at a location easily accessible to them. The profile and popularity of our home appliances continue to grow, and we are pleased our products that connect the world with the latest transformative, emerging technologies will now be on display and available in one of the most recognized and visited shopping locations nationwide.”


Today, connected living is in high demand amongst consumers and this trend has been the driving force behind the introduction of Samsung Home IoT, the next-generation solution that saves time and money and offers less effort, greater convenience, and more immersive connectability for devices. As the most evolved smart home service with hardware, software, and dedicated platform, seamless connected living experiences are provided through an extensive product line, open IoT ecosystem, and AI platform for smart home.


Samsung’s expansive SmartThings ecosystem implements IoT within all key areas of living, with the wide product lineup including TVs, refrigerators, washing machines, robot vacuums, air conditioners, ovens, lighting, the air purifier, air dresser, and automatic electronics. What’s more, Samsung’s intelligent AI assistant Bixby controls all connected devices. Bixby understands consumer preferences when using products and is aware of usage patterns and lifestyle tendencies, helping to save energy and time while promoting ease of use and convenience.  


“The winning combination of useful information and extensive data has been paired together with visual AI and voice control to bring Bixby and outsmart controls for smart devices vision to life,” said Arabul. “A connected ecosystem enables far more possibilities for consumers, reimagining experiences, delivering new value, and making life easier. Our platform also syncs with various third party IoT devices and services for greater customer satisfaction. As such, we are delighted consumers will be able to learn more and become accustomed with our latest innovations at the Sharaf DG store.”


Samsung aims to create an immersive home appliances zone that attracts consumers' interest, harmoniously presents each product's unique characteristics, and quickly becomes a flagship home appliances area with a contemporary look and feel to the design. The Sharaf DG outlet forms part of Samsung's vision to open a series of shop-in-shops across the UAE with top customer electronics stores, and plans are also in place to expand retail investments in other GCC markets in the coming years.


"In the post-pandemic landscape, consumer expectations have evolved, and people expect top brands to ensure that flagship products will be showcased in a premium, relaxed, and safe environment," added Arabul. "Besides researching and shopping online, they also want to physically experience products and develop an understanding of potential investments."


Creating a brand identity for home appliances has long been Samsung’s ambition. The company views collaboration with key retail partners as fundamental to elevating relationships with consumers and the wider retail community.


For more details, please visit




About Samsung Electronics Co., Ltd.


Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI, foundry and LED solutions. For the latest news, please visit the Samsung Newsroom at