ECity General Trading LLC was incorporated in 2008 and is based in Dubai, United Arab Emirates. It is a part of the ALBATHA Group of the UAE, one of the largest private business groups in the UAE, consisting of over 20 autonomous companies in diverse sectors like automobiles, pharmaceuticals, contracting, education, real estate, manufacturing, FMCG and electronics.

ECity, today, successfully operates a chain world-class multi-brand electronics retail stores across UAE's leading shopping malls. It is all set to change the retail landscape with the unique concept and evolve its brand positioning as the region's first 'Technology Convenience Retail Chain'.

The brand has ambitious plans to emerge as a market leader in organized electronics retail in the region with focus on broad based market representation across all emirates within the UAE and in the Middle East through newer markets like Saudi Arabia, Kuwait, Qatar, Bahrain and Oman.