NICE AND EASY!

INTERNATIONAL retailer Géant, which unveiled its first outlet on the island at the Bahrain Mall in 2001, has opened the doors to its latest venture, Géant easy, in a new mall in Saar.

Fresh bread, fruits and vegetables, salads, deli and an impressive array of meat products were placed on display as customers from across the island flocked to check out the store at Saar Mall.

The inauguration was held at the weekend under the patronage of Hassan Bokhowa, chairman of the Bokhowa Group, which is responsible for the new mall.

Géant Hypermarket in Bahrain is a Fu-Com International venture, in association with Groupe Casino of France, one of the largest hypermarket chain operators of the world.

Philippe Merle, country manager, Fu-Com International Bahrain, believes the new store will be a success because it offers a different format and an alternative assortment of products matching neighbourhood needs.

He said: “The definition of  ‘hypermarket’ is everything under the same roof. Géant easy’s concept is to provide a daily and sectored service. Our way to compete is through expertise and savoir-faire, not with expensive prices.

“The new store is special because of its size, assortment, catchment area, the politeness and courtesy of our staff members as well as the quality of the products and the prices. The promotions and deals will be similar to regular Géant ones, but adjusted to meet the needs and expectations of the customers in the area.

“The Géant easy format has already been implemented in the UAE and in Kuwait.”

As a result of the kingdom’s unrest, a number of expats have been reluctant to travel to certain parts of the island. However, Mr Merle has defended the new store’s location, saying that it’s ‘the junction of an opportunity’.

“The group expressed willingness to continue to invest in the country and as far as Bahrain’s situation is concerned, we adjust and live with it,” he said.

There has been a cloud of discontent around Saar, Budaiya and Barbar since the unrest erupted with tyre-burning and graffiti becoming almost a daily norm and prices of rental properties have dropped as a result. However, the area is still immensely popular with expat families drawn by the location of St Christopher’s School and The British School of Bahrain, as well as expat sanctuaries like the Dilmun and Bahrain Rugby Club.

Due to its location, the new store faces stiff competition for customers who currently shop at the well-established Alosra in the nearby Najibi Centre and recently-opened Waitrose opposite St Christopher’s School within the Nakheel Centre. Both chains have expanded in the kingdom recently but Mr Merle says that Géant’s opening in Saar is not a result of a store wars scenario, just part of the brand’s global strategy.

He said: “Expansion is a strong part of our strategy and we plan to open more stores with the brands Géant Hypermarket, Géant easy and Gulfmart. Three new projects are already signed and three more are currently being studied. Furthermore, we are renovating the Last Chance stores into Gulfmart whose concept better suits our customer’s needs.”

Early opening day shoppers to the new Géant easy included Tim Sutton, a telecom worker in Saudi Arabia. Mr Sutton, 45, from Saar, said: “This new store is very convenient and has a comprehensive range of basic items. I was impressed by the selection of fresh fruit and vegetables and my initial impression of the store is good too.”

Louise Lonsdale, a Janabiya resident and St Christopher’s School teacher, was also impressed with the store. Mrs Lonsdale, 51, said: “It’s much bigger than I thought it would be and I live nearby so it’s a great location for me. For this end of town, the selection on offer is the best I’ve seen.”

Simin Bader, 44, a Ministry of Health worker from Saar, was impressed with the selection of fresh fruit and vegetables. She said: “I cook a lot and, for me, the most important thing is fresh food so I tend to go shopping daily. I never really go to Alosra or Waitrose, in fact I used to drive all the way to Bahrain Mall to go to Géant, but thanks to this new store I don’t have to anymore.”

However, some shoppers will remain loyal to their regular outlet. Sunny Emmanuel, 45, an entrepreneur from Um Al Hassam, has been a loyal Géant customer ever since the hypermarket first opened its doors in the kingdom. He visited Géant easy with his wife, Agnes, to see what the fuss was all about.

Mr Emmanuel said: “Although this new store has a good selection and fresh produce, it’s just not big enough for me. I’m glad that we came to check it out, I was really eager to compare the differences and see what products they stocked here but I think we’ll stick to the outlet at Bahrain Mall.”

The in-store produce is sourced globally and special flown-in products from France, UK and the US will arrive soon.

With emphasis on top quality international brands, or quality substitutes at prices often below other retailers, the store attracted heavy footfall during its opening.

Phines Medina, 42, a maid from Saar, said: “I’m very happy about this new store, it’s so close to where I work that I don’t need a car to come here. I have been going to Alosra for my daily shopping but I think I will come here from now on because of the good selection and prices.”

The store’s bakery offers a selection of freshly-baked bread and an assortment of pastries and the enticing aroma can be smelt throughout the outlet. The store also boasts a deli section, which stocks a number of pre-prepared dishes that alternate throughout the week.

Mr Merle added: “People should visit the store to discover the concept and help us with their constructive criticism. They should take advantage of our assortment of imported products such as fresh food, groceries, cosmetics, hygiene, cleaning products and commodities but, of course, we also work as much as we can with local producers.”

Globally, Géant has more than 115 hypermarkets and is the 5th largest hypermarket group in the world.
Géant easy at Saar Mall is open from 8am to 10pm daily and boasts an underground car park which can accommodate up to 250 vehicles.