Noon launches private label ‘east’, currently available in UAE with different products including power banks and USB cables

Dubai-based Noon, following footsteps of Amazon, has announced the announced the launch of its own private label called east by noon. The announcement was made late last month. East is currently available in UAE and will

“noon, the region’s homegrown digital marketplace, is growing its product portfolio by launching its own private label, east, in a bid to offer customers more choice, convenience and incredible value,” the company said in a statement adding that they have collaborated with “several high-quality, trusted manufacturers and suppliers to ensure the east by noon range is made of the finest materials and the best technology.”

This comes more than a year after Souq started selling AmazonBasics, Amazon’s equivalent of a store brand with affordable products, in UAE.

East by Noon currently has close to 90 products in different categories including power banks, USB cables, cookware, men’s clothing, and towels. A 20,000 mAh noon-branded power bank, at the time of writing, is listed on the website for the price of 129 dirham (after 24% discount). A similar power bank by Anker sells for 193 dirhams.

This is not good news for small merchants on the platform as Noon will have an unfair advantage over them. The company could easily learn about the products that are doing well, expand into them and promote them over other brands.

Noon in its statement also points out that they will continue to expand their product offering to “include other popular and in-demand items for shoppers, all at high quality and incredibly low prices.”

East is currently available in the United Arab Emirates and will soon launch in Saudi Arabia.

Zubair Naeem Paracha
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