The Smash Room eyes Saudi Arabia and Indian markets after opening in Abu Dhabi
The Smash Room is exploring franchise partnerships as part of its expansion plans to establish a robust presence in the profitable markets of India and Saudi Arabia to appeal to a wider customer base. It recently opened its first franchise in Abu Dhabi.
A first of its kind concept in the UAE based in Al Quoz Dubai, the popular entertainment destination, founded five years ago and a unique addition to Dubai and Abu Dhabi’s entertainment scene, is now setting its sights on international expansion.
Ibrahim Abudyak, CEO of The Smash Room, said, “We intend to grow The Smash Room by opening franchise locations in the booming markets of India and Saudi Arabia. We just opened a franchise location in Abu Dhabi, and this ignited our enthusiasm and passion in expanding our business internationally to reach a wider audience who are seeking to explore unique experiences like this.”
Recognizing the immense potential in the Indian and Saudi Arabian markets, The Smash Room is actively seeking partnerships with franchisers who share the same vision as the founders. The brand aims to adapt to deliver a memorable experience while seamlessly blending in with local values.
The Smash Room brings a unique approach to leisure and entertainment, inspired by difficult times in the co-founders’ lives which eventually lead them to provide a therapeutic and safe space for customers to blow off some steam or relieve pent up energy by smashing things like washing machines, printers, guitars, TVs, glass items, DVDs or CPUs.
Abydyak sees huge potential for entertainment and wellness concepts in line with the Kingdom of Saudi Arabia Vision 2030. “The Smash Room has been a popular spot amongst Saudi tourists visiting the UAE; many of whom have directly asked us to launch the brand in Saudi Arabia,” added Abydyak. “Furthermore, our data shows that 60-65 percent of The Smash Room customers are females; which goes well with the Kingdom’s vision and strategy to empower the Saudi women and help them explore their potential; and that is why the timing and circumstances for The Smash Room to be in Saudi can’t be any better.”
In the UAE and the Middle East region, franchising has been dominated by large conglomerates, where the large players acquired master franchise deals, enabling them to introduce international brands to the market. However, there has been a shift where homegrown concepts are offering a plug-and-play business model which allows individuals to become operators and reap the benefits of an established brand while minimizing the risks associated with starting a new concept from scratch.
Local and regional franchisors will have an advantage over overseas franchisors, especially when it comes to offering and supporting single unit franchises. According to statistics, at the end of 2022, the franchise economy had an estimated value of USD 30 billion market value and a 27 percent annual growth rate.
The company plans to explore other GCC markets too including Qatar and Kuwait.