Anthony J James, Founder and Global CEO of Sample Central, comments: “We are delighted that Sample Central now has a presence in the UAE. Our concept brings to life the ‘theatre of retail’ and places customers in the driver’s seat when it comes to brand interaction. Members can visit the store as frequently as they please and pick out products to take home with them for free. This method of tryvertising ignites the conversation between brands and consumers, and after trying products in our store, our members regularly return to retail to buy the product.”
Sample Central was launched in Japan in 2007 and is now found in over 20 countries including in Europe, Asia and South America. Following the launch of the Dubai Festival City Mall store, Sample Central aims to increase its presence across the GCC and develop a similar and successful model in each country. There are plans for the concept to be rolled out across the Middle East and North Africa in due course.
