GMG eyes growth in the homeware market with the launch of first Monoprix Maison in the UAE

UAE-based diversified business GMG has marked another milestone in its global expansion strategy with the launch of the exclusive Monoprix Maison brand in the UAE. The first Monoprix Maison store outside France is now open in Dubai at the Springs Souk Mall in Barsha Heights. 

Part of Groupe Casino’s Monoprix brand, Maison will retail kitchenware, cutlery, glassware, kitchen storage & linen, bedding, bathroom linen and candles, among other houseware items. In April 2022 GMG acquired the Middle East operations of Groupe Casino’s brands including Géant, Franprix and Monoprix from Dubai Holding.

With a store in Dubai and another one slated for opening in Abu Dhabi in November this year, GMG plans to capitalise on evolving customer preferences, a growing population as well as expanded home ownership to grow the Monoprix Maison brand across the UAE.

“Our mission is to lead the evolution of the retail industry in the UAE and beyond. We have done it again with Monoprix Maison, bringing our customers a wide range of stylish yet affordable houseware products. Adding to our rapidly expanding retail network, Monoprix Maison positions us as an end-to-end retailer with a diverse selection of products that add real value to millions of customers’ lives,” said Mohammad A. Baker, Deputy Chairman and CEO, GMG.

The product range, adopting a natural style symbolised by simple lines and earthy colours, has been crafted by Monoprix Maison designers in France. The brand caters to current consumer trends among UAE families with an emphasis on chic yet natural lifestyles.

Aligned with GMG’s sustainability strategy Monoprix Maison bed linen and towels are made from organic fabrics, certified as Oeko-text Standard 100® and accredited by European Flax®. The Oeko-text standard 100 certification guarantees materials are free of harmful substances and are safe for human health. On the other hand, European Flax assures the traceability of premium flax fibre grown in Western Europe and produced through farming practices that are respectful of the environment, cultivated without artificial irrigation, and GMO-free. In-store items are only packed in paper bags at checkout eliminating the use of single-plastic bags.