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EXTREME TO LAUNCH ‘EX FRESHIES’ IN
MIDDLE EAST – AN EXTREME CAFÉ EXPERIENCE |
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Extreme Group one of the world’s fastest growing youth brands and Retailcorp, part of Istithmar, are very pleased to announce they have signed a deal to roll out the new ground-breaking lifestyle café brand ‘Ex Freshies’, initially opening in Dubai, followed closely in South Africa.
Ex
Freshies
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 will offer a fresher, healthier, and all-round offhand
option to all those coffee shops out there. From ‘DJ Crepe’ –
flippin’ fresh crepes – 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 brand values will ultimately play a tangible roll within the café design, embodying a progressive and rebellious 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 is to create a place where
consumers want to chillax – 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 a cool extreme sports
branded café environment.” |
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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 throughout the region. Our initial consumer research indicates that people are ready for a fresh alternative.” Extreme appointed Mystery, the design agency behind the fast-expanding Giraffe restaurant brand, to conceive the Extreme café concept and have retained Mystery to oversee the design of the brand franchise and roll-out in the Gulf region. Mystery’s founder Dan Einzig, the creative director for Ex Freshies said: “The design for Ex Freshies is full of subtle wit and energetic character inspired by the Extreme lifestyle. Our role is to create a brand experience that customers fall in love with.”
Notes to editors About Retailcorp.
and Istithmar PJSC Retailcorp was created in 2004 and signalled the birth of a new major player in the regions 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. Established in 2003, Istithmar was created with the key mission of earning exceptional returns for its investors while maintaining due regard for risk. Established with an initial investment capital pool of $2 billion, Istithmar has, to date, invested in 30 companies deploying approximately USD 1.5 billion in equity capital. It currently focuses its activities in four industry verticals – Consumer, Financial Services, Industrial and Real Estate. Istithmar will enhance its own existing capital pool of $2 billion through partnerships with world-class corporations and other leading providers of capital, the creation of investment funds and leverage.
For further press information, high res pictures or samples contact: Gemma Parkinson (t): +44 (0) 20 7886 0758, (e): gemma@extremeinternational.com |
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