Stationary in Dubai

Market

Borders is a one stop shop for everyone, with books that are powerful and literally inspiring. We believe today a reader and tomorrow a leader. It caters to all age groups with a variety of products such as books, toys, games & stationery. Borders is a part of the Al Maya Group which opened its first store in 2006 and since then it has been our mission to be the preferred place for knowledge and entertainment throughout the Gulf region.

History

The company was founded by brothers, Tom and Louis Borders. In 1971, they opened an 800-square-foot used bookstore to serve the community of the University of Michigan and other smaller community colleges local to the Ann Arbor, Michigan area. It was not long before the store became a popular hangout by the entire neighborhood of Ann Arbor. Over the course of the next several years, the brothers opened two more bookstores in the state of Michigan, one in Indianapolis and one in Atlanta. With an MBA from Harvard, Robert DiRomualdo, joined the Borders business in 1988. This was a time for ripe growth of bookstores and other retailers. Di Romualdo saw the opportunities and ran with them. In three years, he opened fourteen new bookstores and by 1992, many analysts considered it a lead book superstore chain. In October 1992, the Borders brothers sold their business and it became an enormous auxiliary to Kmart.

Achievements

Borders has brought in authors such as John Gray (Men are from Mars and Women are from Venus), Jack Cannfield (Chicken Soup series), Dougg Lipp (Disney U). From the Region we have had CEO’s ranging from Mr. Khalf Al Habtoor to Polticians such as Dr. Shashi Tharoor and also individuals from the Indian army such as General J.J. Singh whose book was launched by the Indian Ambassador in Dubai. Borders has also received acknowledgements and certificate of appreciation from the Dubai Government for participation in their various events. We are proud supporters of Charity Campaigns such as Breast Cancer Arabia and also doing Book Fairs with Gems Schools in Dubai.

Products

Books are there to spend hours poring over in a library or bookstore. Books are there to smell, touch, thumb through, scribble notes in, bend pages, crease spines, share with friends and then finally place on a bookshelf amongst their peers. You can't feel a downloaded book. You can't smell it. And you definitely can't put in on your bookshelf as part of your decor. Borders provides not only books but also a wide variety of toys and stationery. We are now being considered as the pioneers for the stationery section in our various stores.

Our prices are the most competitive in the market and we provide a great selection of promotions through the year for our various products. We believe in selling books to educate the general public in matters of life, history and entertainment around the world. As we cater to all age groups we ensure to keep an array of products to satisfy every individual.

Motion

We have year round promotions in our stores and during special seasons we introduce new products or new concepts into the stores. Our unique selling point is our 3 for 2 promotions where customer buy three books but only pay for two. During certain seasons such as Christmas we introduce a whole new range of cooking and coffee table books just for gift giving purposes at the best price possible. We keep items in our stores for all occasions ranging from Valentine’s Day to Mothers Day to ensure our customers remain satisfied.

Recent Developments

Borders has opened two new stores recently one in Muscat Grand Mall and the other opening shortly in Abu Dhabi at the Khalidya Mall. To ensure we keep up with the evolving market trends we have a dedicated team to each section of our store whether be it books or toys. We pride ourselves on maintaining a diverse product base catering to all consumer profiles.

Brand Value

Shopping with us for our customers is a real pleasure as it is no surprise that Borders has become a popular place across the globe. The fiction section is well stocked, the cookery section is highly impressive, and there’s a good selection of study books. The children’s section is of particular note with its variety of books and little chairs and tables. At Borders there’s always more than what meets the eye. We understand that a bookstore is a place where readers come to lose themselves in a whole new world; a place they explore with their imagination and drink in with their senses. Hence we at Borders aim to create that experience for our customes providing them an escape from reality and the home away from home.