- Iconic brand’s new identity is inspired by its customers
- New identity celebrates homes across the region offering customers new trends and styles
- Home Centre reimagines City Centre Mirdif store, their largest store in the UAE
- View the product catalogue here and the brand launch video and logo transition video here.
As a climax to a series of meaningful touchpoints in celebration of its 25th anniversary, Home Centre, one of the largest retailers of furniture and home furnishings 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 touching tribute to over 25 million homes and counting, that they have been a part of and continue 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.
As a prelude to the brand identity launch and celebrating the people who are at the centre of Home Centre-its customers, the brand has also launched an emotional campaign, ‘Your Home. Your Home Centre.’ The campaign is reflective of the core brand values that celebrate the lives of customers who have been a vital part of the brand’s journey in enabling people to turn their houses into HOMES. At the heart of this campaign was 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?’.
A whopping 12000 plus people across GCC participated in this activation, sharing with Home Centre their unique home stories, their favourite colour, 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.
Home Centre aspires to give its customers not the home they want, but the one they can uniquely design – in style, range, quality, and affordability. The new brand makeover and the collections inspired by this evolution amplify the message that every home has a unique story to tell. Home Centre enables customers to select from the wide range of products that reflect their personality. That is why the brand makeover, and their curated collections reflect unique styles and personalities driven by the theme ‘Inspired By You’.
With the brand makeover, Home Centre has stepped up its efforts to evolve with the changing consumer behaviour and offer the latest styles and designs. Celebrating how people live, Home Centre’s new brand identity is dynamic in nature representing trends, seasonality and personalisation. 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. The new brand identity is in line with Home Centre’s vision to make beautifully designed homes accessible to everyone, offering aspirational designs at affordable prices.
Following the reveal of the new identity, Home Centre reimagined the customer shopping experience and journey for their store at City Centre Mirdif. The new format store houses 6 apartment set ups offering customers styling tips and ideas that will truly inspire the inner designer in them and will help them create a living space of their dreams. Offering an easy and convenient shopping experience, the store hosts dedicated category destinations, to offer range of choice. Parents can shop freely while the kids are engaged at the entertainment area. The new format store at City Centre Mirdif is Home Centre’s largest store in the UAE spanning across 79, 000 sqft of inspiration. Additionally, the store also offers click and collect and personalised design services.
Aarti Jagtiani, Group Director and Board Member, Landmark Group, said: “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, Home Centre, added: “As part of our journey, we realised 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 organisation. 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 has culminated in the launch of a new positioning and brand identity that helps us connect better with our customers.
Home Centre is inspired by all the things that make your home different. To ensure that customers experience the new brand makeover, Home Centre has launched a New Trend collection with a catalogue showcasing the latest designs and styles including a capsule collection by the Lebanese – American designer Farah Merhi. Home Centre is constantly in sync with the latest trends and offers artistic collaborations and interior design services to help consumers find the very best in-home decor to transform everyday spaces.