E-City, an ICT and consumer electronics (CE) retailer is expanding its presence across the UAE. The retailer’s new outlet located in Dubai Mall is its fourth store in the Emirates. The new E-City outlet is the first of seven planned new store openings for E-City in 2012 and 2013. The company expects to benefit from the growing demand for electronic gadgets such as notebooks, tablet PCs, smartphones, cameras and gaming. It plans to focus on smaller footprint stores with high footfall as part of its expansion strategy. The brand is aiming to become a market leader in organised retail electronics in the Middle East. Launched in 2008, E-City is a part of the Sharjah-based Al Batha Retail & Home Products Group. It is the region’s first technology convenience retail chain which offers a smart, friendly shopping environment with a strong focus on convenience, online shopping, and in-store and home repair services.