Capital Store LLC is one of Oman’s most famous addresses for upmarket lifestyle shopping. Vistas spoke to Haider Jawad Sultan, the Managing Director of Capital Store LLC to find out what makes it tick.
Exceprts:

 Capital Store is known to be a retailer of up market lifestyle brands in Oman. How did you make this happen?

Ever since the inception of Capital Store, our strategy has been very clear. We aimed at being one of the strongest retailers in luxury brands in Oman. Capital Store surely had an advantage since it was established over three decades ago. We had the opportunity to acquire world class brands in our portfolio.

How many showrooms does Capital Store currently have?

Capital Store branches are present all over Muscat city and in Salalah. Qurum, Sabco, CCC, Markaz Al Bahja are stand alone Capital Store outlets, whereas, we have shop-in shop concept with the Al-Khwuair, Ruwi, and Salalah Centrepoint outlets. We have planned to explore the Sohar market by establishing a store there. Secondly, Salalah has huge potential and we plan to open a new store at Salalah next year.  The main Capital Store  showroom at Qurum, which was affected by Gonu, will re-open after renovation by end July this year. It will be one of the most luxurious shopping experiences in Oman.

Who are your typical customers?

Our customer profile is vast and varied. Nationals, expats of all age groups patronize out stores. Customers who are looking for high quality products and ultimate shopping satisfaction of luxurious goods form the foundations of our retail outlets.

When do sales peak in your outlets?

The peak sales period are Ramadan, Eid-al-adah, Eid-al-fitr, Christmas, and New Year. Sales peak during the June wedding season as well.

How important are promotions and discount offers in your business? How often do you have them?

We have one mega sale a year. This sale is very popular and successful. However discounts are not implemented in capital stores. A new venue is chosen for this purpose. We implement several promotions such as gifts with purchase and attractive offers. Besides these sale boosting strategies we organize special services for our customers such as free facial, makeovers and beauty consultation. 

Any plans of diversifying into other areas?

We plan to continue our focus on the beauty industry. We may open spa’s in the future.

What are the brands you retail?

We retail luxury brands such as Dior, Guerlain, Clarins, Sisley, Kenzo, Cartier, Mont Blanc, Estee Dupont, Waterman, Christfole. We are also the local agents for Delsey Luggage, Kenwood Appliances, Daum, Christofle, Gifware, etc.

Where does Oman stand today in retailing?

Today the retail market in Oman is very modern, however there is still a lot of  potential to be exploited.

What is your retail strategy?

Our retail strategy is to cater to the requirements of the people here in Oman. We offer them the latest and most updated products in the brands we retail.

What do you think needs to be done to make the retail industry more competitive?

We need to have more shopping malls in some areas. Customers are looking for a comprehensive shopping experience. Oman is a dynamic growing market and can easily absorb more mega malls which should also be spread over all towns and cities of Oman.

Is availability of trained manpower an issue with you?

No. Availability of trained manpower is not an issue with us. Our staff receive thorough training when they join in, and this is followed with additional training frequently whenever a new brand or product is launched.

What about logistics  and warehousing support?

It is very important to have logistics, warehousing and sourcing departments in place as they indirectly control the end product. Our back office controls stocks and  ageing analysis which is imperative for the success of our business.

Are private labels a threat?

Private labels are not a threat as long as they are not imitations. We inform our principals if such a situation arises which will threaten our credibility in the market. Duplicate products trade is illegal and customers who patronize our stores are aware of it.

How do you see the retail industry in Oman, five years from now?

Five years from now, I can assure you the retail industry would be on part with any other well developed market. We already have almost all the brands here, but the concept of Boutiques is still catching up. We will also have speciality stores which are not there in Oman now.