The U.A.E. e-retailer Noon (backed by a group of Gulf investors and Saudi Arabia’s Public Investment Fund) is considering opening in Pakistan. “We should look at Pakistan because it offers a population of 197 million”, said C.E.O. Mohamed Alabbar. “If we go to North Africa, the potential is good as well.” In the Gulf, Noon also aims to deliver groceries by the end of 2018. The firm is looking for the right partner to help facilitate entry into the highly competitive grocery sector.
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