Landmark Group launches first food discounter brand in the UAE

Retail conglomerate Landmark Group today, on February 28, announced the launch of its newest home-grown concept VIVA, which is the Middle East’s first food discounter brand.

The brand VIVA – built around the promise of ‘Fresher, Cheaper, Better’ and inspired by a German discount supermarket chain – promises to offer a range of private label quality products for at least a 30% cheaper shopping experience.

The first VIVA store located at the Grand Avenue Retail and Residence in Sharjah, was inaugurated  in the presence of Sultan Abdullah bin Hadda Al Suwaidi, chairman of Sharjah Economic Development Department; Landmark Group chairwoman & CEO, Renuka Jagtiani; VIVA CEO, Georg J Fischer; and other dignitaries and media.

The opening at Grand Avenue is the first of four simultaneous openings in Sharjah, Dubai and Ajman, making it convenient for customers living in different communities across the UAE to have easy access to VIVA outlets from day one of the launch.

The first phase of the VIVA launch will be closely followed with 11 more stores opening across the UAE in the coming months. The stores will operate in high density neighbourhoods to offer better and convenient shopping to customers. Each store will carry a range of more than 1,200 products that will cater to a customer’s full shopping trip.

Commenting on the VIVA launch, Jagtiani says, “I would like to thank the visionary leadership of the UAE for their support, and this opportunity to introduce VIVA as the first food discounter in the region. Landmark Group has been built on the philosophy of listening to our customers and enriching their lives by offering meaningful quality products to them that bring them great value. The launch of VIVA is one more step in our journey to create value in the communities we serve.”

“A food discounter concept is powerful and disruptive; customers will experience a different way of shopping where the highest quality at cheapest prices is found in a compact format all at one place. They get in and out of our stores effortlessly thus saving them time and money,” adds Fischer. “The products at VIVA have been hand-picked by a team of experienced professionals, sourced from the best markets in Europe and Asia, offering only the freshest and highest quality to our customers in the Middle East.”