The brand’s new identity is inspired by its customers, and by homes across the region offering customers new trends and styles.
Home Centre, one furniture and home furnishings retailer renowned 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 tribute to over 25 million homes and counting, that the brand has been a part of and continues 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.
The identity launch was preluded by the ‘Your Home. Your Home Centre’ campaign. 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?’.
Over 12,000 people across the GCC participated in this activation, sharing with Home Centre their unique home stories, their favorite color, 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.
With the brand makeover, Home Centre has stepped up its efforts to evolve with the changing consumer behavior and offer the latest styles and designs. 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.
Following the reveal of the new identity, Home Centre reimagined the customer shopping experience and journey for their store at City Centre Mirdif. Offering an easy and convenient shopping experience, the store hosts dedicated category destinations, to offer a range of choices. Parents can shop freely while the kids are engaged in the entertainment area. The new format store at City Centre Mirdif is Home Centre’s largest store in the UAE spanning across 79, 000 sq ft. of inspiration. Additionally, the store also offers to click and collect and personalized design services.
Aarti Jagtiani, Group Director and Board Member, Landmark Group, commented on the campaign, “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 of Home Centre, added, “As part of our journey, we realized 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 organization. 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 have culminated in the launch of a new positioning and brand identity that helps us connect better with our customers.