Albatha Retail & Home Products

Innovative Electronics & Appliances

The Consumer Electronics Industry is becoming increasingly important in contributing to the regions overall economic development in the UAE.

Albatha Retail & Home Products Group has been at the forefront of consumer electronics industry. General Enterprises Company (GECO), is an exclusive distributor in the UAE for a range of consumer electronics and domestic appliances brands. Super General is a leading global value-for-money brand, with an exhaustive product range meeting the need of every household and lifestyle requirement and is sold in over 50 countries. The group took a strategic entry into the retail sector with E-City General Trading LLC as its flagship retail brand with world class retail stores across the UAE. Recently, Albatha Retail & Home Products Group has added Geco Smart Life Solutions to its portfolio, to cater to the increasing trend of simplified innovative lifestyle technology products to integrate our lives.

The Group is poised to strengthen and expand its business interests to new domains, global markets and new frontiers to gain a competitive advantage via innovative products, latest technology and address new business sectors such as e-commerce & online trading.

Our Business

We have always aimed to create excitement and deliver lifestyle enhancing technology. Building on this, our vision is to be a leading organisation in the business of manufacturing & sourcing, distribution and retailing of consumer electronics, home and lifestyle products with an unrivalled reputation for excellence in customer service.

Our Companies

General Enterprises Company

General Enterprises Company (GECO) is one of the Gulf region’s oldest and respected companies, established in the 1950s before Emirati unification or the development of the oil industry in the southern Gulf. It has since served millions of satisfied customers with renowned international brands in all segments of consumer electronics and domestic appliances.
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GECO Smart Life Solutions LLC

Today, there are over 10 billion connected devices (globally) & it is expected that by 2020, everything we use will connect to the internet.
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Super General Company

Super General is an Albatha own-brand established in the UAE in 1987. Super General boasts an extensive range of home appliances and electronics, using the latest in efficient technologies and industry leading quality control processes.
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E-City General Trading

E-City General Trading LLC. was incorporated in 2008. Headquartered in Dubai it operates a highly successful chain of multi-brand electronics stores in some of the premium malls across the UAE.
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Quick Contact

Corporate Office

P.O. Box 7400,
Level 22, Boulevard Plaza 1
Downtown Burj Khalifa, Dubai, UAE

Tel: +971 4 371 1300

Fax: +971 4 325 3687

A Marque for the Future

We have defined our future strategy and direction, and a key component of this strategy is the establishment of a strong, differentiated identity for Albatha.

Albatha logo is an energetic and modern expression of who we are, the way we work and our vision for the future.

Working together to create synergy, the individual components of the new Albatha logo blend to communicate a powerful message of collaboration, community and commitment to our people, our customers and society.

The "sphere icon" represents our world-class expertise and global outlook, communicating growth both regionally and internationally.

An array of colours represents our reach across many different industries and categories, also the diversity of our people and our skills. The colours are purposely transparent to express Albatha's transparency and business ethics. It shows our commitment to creating a free and open business culture built upon trust and honesty.

The white space at the top of the Albatha "sphere icon" symbolizes our openness and readiness to welcome new regional and international partnerships, it communicates that we are always open to new opportunities, markets and possibilities.