E-City General Trading

Retail Electronics

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.

E-City is a multi-brand, multi-product, multi-service electronics retail concept, that sells more than 100 leading brands of consumer electronics, computers, telecommunication & home appliances. It is set to evolve its brand positioning as the region's first 'Technology Convenience Retail Chain'.

Our Business

E-City's success is built on The Group's unique understanding of consumer-needs, electronics marketing and retail sales in the region. It operates a variety of innovative store formats to suit customers' shopping habits and lifestyles.

With ambitious plans to become the market leaders in organised electronics retail in the region, E-City is focusing operations on broad-based market representation. The long-term goal is to increase presence in the UAE, followed by a wider presence in the Middle Eastern markets including Saudi Arabia, Kuwait, Qatar, Bahrain, Oman and North Africa.

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.