3. “This type of system would provide avenues to
enhance efficiencies in processes and ultimately provide
better value and quality of service to our customers.”
The story of Home Centre as a major force Home Centre declares there is “no place
in the home furniture and furnishing retail like home”, which could just as easily read
sector is an interesting one. However, it is as “there is no place like Home Centre”.
part of a much bigger and more impressive It strives to transform any living space into
story - that of its parent company, a dream home, by offering the finest range
The Landmark Group. of furniture, furnishings, home accessories,
Founded in by its CEO Mr Micky Jagtiani kitchen ware, garden furniture and gift ideas.
in 1974, The Landmark Group opened its
Home Centre’s MD, Jonathan Jagtiani, was
first 5000sq.ft retail store in Bahrain.
set the challenge to find better methods of
The Landmark Group brought to the managing the logistics involved in handling
industry a business ethic where quality over 20,000 product lines.
is never compromised by price and that
customer service is behind everything He nominated as the project leader Mr Balaji
they do. Sambasivam, General Manager, Home
Centre, UAE, to drive such an ambitious
More than 30 years on and the core
and challenging project.
philosophy of the “customer comes first”
burns as brightly today as it did in the History will show this was an inspired choice.
early days. With the complete backing of his MD and
The Landmark Group is now a major the then COO, Mr David Singh, Mr Balaji
retailing force operating across the Middle and his team set about researching the
East, India and Spain - with over 500 stores most effective and efficient method of
and a retail presence of over 6 million sq.ft. handling the Home Centre product range.
Within this dynamic and diverse group is Of primary importance was the desire to
the home furniture and furnishings increase pick efficiencies, improve stock
business, Home Centre. control, and excel in delivering customer
Dexion Case Study – Home Centre
4. “60% of the efficiency of warehousing operations
is in the formulation of the design architecture
of the warehouse storage solution.”
satisfaction. According to Mr. Balaji, time as users of the system are the best
was taken to examine the most suitable evaluators) were an inherent part of this
storage solutions. design process which was enhanced by
the experience, knowledge and innovative
”After extensive studies into the various
direction provided by the Management
storage and distribution methodologies we
Team of Home Centre.
concluded that a multi tier racking system
would be an ideal solution for the unique Once the concept was agreed, it was
kind of operating requirements presented then presented to Jonathan, who after
by the Home Centre business model,” careful consideration gave the project his
he said. “This type of system would complete support, providing the team
provide avenues to enhance efficiencies with the vision and guiding light that would
in processes and ultimately provide better last for the duration of the project. With
value and quality of service to our this vision crystallised the design phase
customers.” could commence.
Mr Balaji also confirms that, “60% of the The system design phase took more than
efficiency of warehousing operations is in 4 months to complete with intricate
the formulation of the design architecture assessment of detail relating to floor loading
of the warehouse storage solution.” capabilities to withstand the expected
loads, yield strength of the steel and ensuring
Aware that a potentially small error at the the steel being used is compliant with
design stage can lead to a huge amount industry standard.
of operating losses, time was spent on
Other areas thoroughly examined included
refining the design on the drawing board
the modulus of elasticity of bend in the
before deciding on the final blue print.
floor, the internal bond levels in the
The operating pickers and sorters (as they strebord flooring, confirmation that the
Dexion Case Study – Home Centre
5. “Majestic, innovative, massive, big, fabulous,
amazing, tremendous, excellent, distinct, different
are the most commonly used superlatives by
first time visitors to the warehouse facility.”
design and the materials used are seismic The evaluation process provided invaluable duration of the entire project as Mr. Balaji corporate profile providing an insight into
compliant one (in relation to the zone of dimensions of thinking and value in terms confirmed. its intended growth path of:
operation). of defining the project deliverables.
“We were confident that Famco/ Dexion • ver 850 stores across 15 countries
O
This micro detail screening of all elements On receipt of the order Managing Director could support us in terms of ensuring the by 2009
of the project was conducted with an of Dexion Asia, Mr. Frank Johnstone, was Multi Tier racking system achieved the
quoted as saying - “We as a Famco/Dexion • otal retail area in excess of 12.5 million
T
objective of ensuring that the system objectives of enhancing efficiencies in our
team thank you for your confidence in sq.ft by 2009
would be safe for its intended use. operations levels as it was first perceived,”
choosing us to execute this prestigious he said. • xpansion into new territories including
E
Once satisfied that all issues had been project.”
covered, the project then entered the next China, and other Middle East countries
Project execution was the biggest challenge
phase, partner selection. Mr Paul M Floyd, Managing Director of • ranchise of core concepts into South
F
with all the elements of management
Famco was also quoted as saying -
The tendering process for this project was rudiments put to the test, almost every East Asia and Pakistan
“On behalf of Al Futtaim Group we are
highly competitive with most of the market single day of the project, throughout the
delighted to reach an agreement with Home • aunch of hypermarkets in the Indian
L
leading storage solutions companies 30 weeks of the projects’ installation phase.
Centre. We appreciate the confidence you sub continent in 2007
involved and, eventually, Famco (Dexions’ are showing us and assure you that we The project was completed ahead of the
distributor in UAE) was awarded the project. • aunch of Budget hotel concept in the
L
are fully committed to providing you with agreed time frame in the last week of
Middle East and India
The Home Centre team evaluated the an installation of the highest quality.” September 2006. Time will determine
submissions provided by all tendering These statements reflected the prestigious the merits of the design and operating • aunch of new Oasis centre in Dubai by
L
companies with particular attention given nature of the project and the commitment methodology but there is no doubt that 2008 covering over 500,000 sq.ft
to the technical, safety, commercial, and of top management at both Dexion and Home Centre Imbibe has benchmarked
• ith this projected growth it’s comforting
W
installation elements in each proposal. Famco to ensure the project was executed this facility as one of the best for industry
to know that the investment in both
to the highest quality and within the agreed practices anywhere in the region.
As expected, the standard of submissions material and human capital at the
time frames. The facility is also designed to manage the Jebel Ali facility will ensure Home Centre
was extremely high with all participants
displaying great expertise and a vast This commitment was consistent not just future growth expectations of the Landmark is able to cope with the demands of
depth experience in this field of business. in words but in action throughout the Group which recently publishing its the future.
Dexion Case Study – Home Centre
6. “This project has been a journey which has filled
me with great pride and professional fulfilment.”
The following comments are symbolic of
the reaction received from visitors to the
World Class Facility:
Majestic, innovative, massive, big, fabulous,
amazing, tremendous, excellent, distinct,
different are the most commonly used
superlatives by first time visitors to the
warehouse facility, which is part of the
massive warehouse and office complex of
Landmark Retail Ltd at Jebel Ali industrial
area in Dubai.
“This project has been a journey which has
filled me with great pride and professional
fulfilment. Being a member of the project
team and seeing this project, with it’s
unique design, develop from blue print to
reality has been a unique experience,” said
Mr. Balaji. “This is indeed another golden
feather in the success cap of Home
Centre, The Landmark Group, FAMCO
and Dexion.”
Dexion Case Study – Home Centre
