Doha, Qatar
19 March 2017:

Fifty One East, Qatar’s prestigious department store celebrated opening of the internationally leading toy store 'JouéClub', first it's Out-let in Gulf states at Lagoona Mall, Doha, Qatar.

The grand opening gathered families and friends to play and interact with popular mascots, fun and games, where the store was filled with smiles and laughter as guests, customers and partners of Fifty One East experienced this iconic new concept in Doha and the GCC.

Ribbon cutting ceremony was attended by Sheikh Khalifa Bin Jassim Bin Mohammed Al Thani, Chairman, Qatar Chamber of Commerce, Bader Abdullah Al-Darwish, Chairman and Managing Director of Darwish Holding, Eric Chevallier, Ambassador of France to Qatar, Alain Bourgeois-Muller, President and General Manager of JouéClub.

Bader Al-Darwish speaking on the occasion said “The opening of JouéClub at Fifty One East is a momentous landmark in our journey as it allows us to meet the increasing demand for high-quality children’s products and family entertainment experiences in Qatar, and the wider region.”

He said that “This opening is yet another evidence that Fifty One East, the oldest department store in Qatar, is the partner of choice for prestigious brands who are keen to establish their presence in the region. As our journey continues, we will stay true to our founding values and keep on providing unparalleled retail experience to our trusted clientele.”

The outlet at Fifty One East spans an area of more than 1,000 Sqm and has the largest selection of toys under one roof, featuring larger-than-life doll houses, dinosaurs, planes, race cars and characters. With knowledgeable and toy-trained staff on-hand to help customers, 'JouéClub' is the perfect place for the perfect toy. The opening at Fifty One East in Lagoona Mall sets a milestone in Qatar’s retail sector by introducing an impressive and never-before seen offering.

'JouéClub' has more than 350 stores across the globe established in 1952.

Alain Bourgeois-Muller, President and General Manager of JouéClub said “We're delighted to be introducing JouéClub in Qatar and bringing an experience to the community that has enhanced the lives of millions of children and adults around the world. The opening of the store in Doha is a step forward towards achieving our expansion plans across the GCC markets. Partnering with Fifty One East was a result of an extensive research cementing the exceptional location, reputation and opportunities that it offers to set a perfect platform that fits our business growth strategy.”

JouéClub will provide the ultimate fairy tale experience for children and will fascinate adults too with the diversity of choices that awaits them. Children have the opportunity to live their fantasies and enjoy the charming world that toys offer.

The store also hosts interactive demonstrations of favourite toy characters.