Retailcorp and Extreme Media Group launch a new F&B concept in Dubai

Building on the success of its current retail portfolio, Retailcorp, under a master franchise agreement with the Extreme Group recently opened EX FRESHIES - The Extreme Café, an innovative new F&B concept in Dubai with more locations to follow across the UAE.

United Arab Emirates: Tuesday, September 11 - 2007

Retailcorp, a Nakheel and Dubai World group company and the Extreme Group, based in the UK and one of the world's fastest growing youth brands opened the first EX FRESHIES - The Extreme Café in Times Square Dubai, followed shortly with outlets in Mega Mall, Sharjah and Outlet Mall.

EX FRESHIES - The Extreme Café is aimed at attracting Extreme sport loving fans to a unique café experience that fits their lifestyle. Capturing an inspiration from fresh powder falling and the surf of powerful breakers, EX FRESHIES - The Extreme Café, offers a fresher, healthier, and all-round offhand option to all those coffee shops out there. From 'DJ Crepe' - flippin' fresh crepes (in selected outlets only) - to great fresh healthy fruit juices and smoothies, the EX FRESHIES concept is very much reflected in the brands signature, 'Fresh Food + Full-on Moves'.

The EX FRESHIES - The Extreme Café brand values are reflected in every aspect of the café and especially in the design, embodying a progressive and funky attitude throughout, such as the wave style seating booths and the funky menu concepts, all of which ooze adventure.

Al Gosling, CEO of Extreme Group and founder of the Extreme Sports Channel commented: 'Our vision for EX FRESHIES - The Extreme Café is to create a place where consumers want to hang out - a cool alternative to overwhelmingly corporate cafés in malls and high streets around the world. Our mission is to provide the finest cappuccino and smoothies with innovative, freshly prepared food to go in cool extreme sports branded café environment.'

Marvin B. Shaire, CEO of Retailcorp added: 'Extreme Sports in Dubai is a relatively new experience although the market is growing massively. We are hugely excited to be launching EX FRESHIES - The Extreme Café throughout the region. Our initial consumer research indicates that people are ready for a fresh alternative.'

Related Information:
About Extreme Group
Extreme Group was started in 1995 by Al Gosling, founder of the Extreme Sports Channel. He set up Extreme Group with the goal of establishing the world's leading Extreme Sports Media Company.

The Extreme team believes in doing things differently, offering people something ground-breaking and new but having a laugh while making it happen. Each of their fast moving active lifestyle companies is run by great people who are passionate, innovative, independent and equity driven. Teams are empowered to manage their businesses, listen to feedback and react quickly to ensure continuous improvement.

For further information on the Extreme Group, contact:

Gemma, Extreme International
Phone no: +44 207 724 5468

About Retailcorp
Retailcorp represents the brand retailing arm of Nakheel and is part of the Dubai World (www.dubaiworld.ae) group of companies.
Retailcorp was created in 2004 and signaled the birth of a new major player in the region's retail market. It focuses on the development of networks in the region, either by introducing brands that have not yet penetrated the market or by re-structuring fragmented segments of retailing. It provides strategic expertise, management and financing services and facilitates many aspects of the development of a brand in the region thanks to its special status.

For further information / hi-res pictures, please contact:

Melanie, Sassy Solutions
Mobile: +971 50 383 0244
Shana, Retailcorp
Mobile: +971 50 454 1348

© 1996-2007 by AME Info FZ LLC / Emap Communications. All rights reserved.
This story was posted by Medilyn Manibo, Assistant News Editor
Tuesday, September 11 - 2007 at 15:35 UAE local time (GMT+4)

Print Date: Thursday, September 13 - 2007 - 09:43:37 GMT+4

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