The New Affluents are a generation of rich shoppers no longer blindly buying bling, preferring instead quality at a reasonable price. Tahira Yaqoob sees whether the American phenomenon is catching on here
Salma al Azzani carefully hangs her Louis Vuitton handbag over the handle of her trolley, adjusts her abaya to give herself room for manoeuvre, then begins to strategically plough her way through Ikea's garden department.
Poles for a pagoda and canopy, outdoor furnishings and accessories fill her trolley as she busies herself in the popular store in Dubai's Festival City.
One might wonder what Mrs al Azzani, 36, an Emirati bank branch manager, is doing in the aisles of a budget furniture giant when she and her husband together bring in about Dh90,000 (US$24,500) a month and rarely worry about economising.
And with her penchant for buying quality things she likes, regardless of the price, it might be surprising to know that her children Majid, aged six, and Haya, two, are just as likely to be seen wearing H&M as they are Dior and Burberry.
"Ikea has good prices and nice design, so why not?" she shrugs. "I do not have a budget but design comes first and foremost. "It does not matter if it is Marks & Spencer or Dior, as long as it looks good and it fits."
Meet the New Affluents, a term coined by an American research centre, which refers to a new breed of shopper who is less likely to be sucked in by the lure of a label and more likely to buy a product because it offers quality, value for money, good design and is functional.
According to Dwell Strategy and Research in San Francisco, which surveyed more than 1,000 people with an annual household income of about Dh735,000 ($200,000), the new face of affluence is now shunning "conspicuous consumption" and luxury brands in favour of those that are relevant to their lifestyle or that appeal to them through the mediums they use most, whether it is texting, tweeting or social networking.
The New Affluents are "powered by 21st-century technology", which they deem indispensable to the way they communicate - and which increasingly influences what they decide to buy. Brands that "create experiences, not products" are more appealing, they say.
Gucci, Louis Vuitton, Armani and Versace are nowhere to be seen on the top 75 names favoured by this emerging generation, which has an average age of 45.
Despite having the financial means to splash out, the brand names that crop up frequently are decidedly more middle of the road. While Apple and Sony may come as no surprise, they are joined by Ikea, The Gap, Crate & Barrel, Nordstrom and Volkswagen.
So have luxury goods had their day? And is the American picture reflected in the UAE?
Not quite, but researchers from the Dubai-based consultancy Jones Lang LaSalle, who have just released a report on how the retail sector is bearing up, say the national splurge on designer goods has certainly been severely dented by the recession.
"With a decline in purchasing power of the resident population over the past 18 months, consumer budgets have been reduced significantly," the report says.
"This represents a shift away from luxury-driven retail. For retailers and mall owners, there is now heightened competition to aggressively capture shoppers' interests and disposable income.
"With the slowdown in the rate of economic growth in 2008 and 2009, the retail sector has been impacted by its previous emphasis on luxury shopping and the reliance on a continued influx of wealthy tourists and new visitors coming to live and work in Dubai."
A downturn in sales of at least 20 per cent last year, lower footfall levels and plummeting numbers of tourists have led traders and mall designers to rethink their strategy, analysts say.
While Dubai boasts 2.2 square kilometres of retail space, existing and new shopping centres will veer away from luxury brands and concentrate on "value merchandising" as a result.
Cue Mirdif City Centre, the last "super-mall" to open for three years. Up to 20 million visitors a year are expected to traipse through the Dh3 billion shopping centre, which opened in March. But which 430 stores have filled its hallowed aisles? Not, as you might expect, the high-end chains, which have flocked to the likes of Dubai Mall and Mall of the Emirates.
No, the shops that are drawing the biggest crowds in Mirdif are distinctly unglamorous, from Pottery Barn, the American furnishings chain, and the department store Debenhams to the casual clothing chain American Eagle, Miss Selfridge fashion wear and the British-based Lakeland kitchenware store.
When the mall opened, Peter Walichnowski, the chief executive of Majid al Futtaim Properties, which owns Mirdif City Centre, told Arabian Business: "We are not going upmarket in terms of having a high degree of luxury goods. It is very middle market in terms of retail offer and has also got a lifestyle component that is attractive for residents."
The Dwell report suggests that the credit crunch is not solely to blame. It may have made people more cautious about where they spend their money, but those they surveyed were affluent enough to invest in the finer things in life - they were simply less likely to buy goods to "impress others" and more inclined to spend on brands that cultivated a relationship through the mediums they used most.
The internet was key to many purchases. It was no coincidence that Nordstrom, which invested in online banner ads, was among their favourite brands.
Paradoxically, the French luxury goods giant LVMH Moët Hennessy reported an 11 per cent rise in global sales in the first quarter this year, with accessories and drinks faring best.
So the spending money is clearly there, although Mrs al Azzani mirrors what researchers found in the US: wealthy shoppers who had the means to indulge in expensive habits but, in what must be a nightmare for marketeers, without a steadfast loyalty to upmarket brands.
The concept is a familiar one to British shoppers: Victoria Beckham first made the high street cool by declaring that she paired Topshop T-shirts with designer jeans. Now there is Samantha Cameron, wife of the new prime minister, proudly toting her Jigsaw accessories and Zara wedges.
Mrs al Azzani, a Dubai-based mother of two, says there are so many options available that it is possible to get quality goods for a fraction of the designer price.
She has decorated her interiors with expensive wooden furniture shipped from India and Thailand, splashes out on Dior and Louis Vuitton for handbags and jewellery, but resents paying Dh1,000 for Guess jeans when she can just as easily find a good quality pair in H&M for Dh70.
"I do not mind buying cheaper goods, particularly when they do not actually look cheap," she says. "I do not see that among my friends, however. Even those who are being more careful with their spending have cut back on travel rather than luxury goods.
"Having a good lifestyle here is part of the essence of Dubai. I buy into brands for things like handbags but for other things, I am flexible. I used to dress my children in Dior and Burberry but the quality and design of H&M's children's wear is great, so why not buy that instead?"
Muhamed Abdulrahman, 40, a businessman, and his wife Nagla Ali, 39, a banker, could have visited a boutique furniture store in their native Sudan to furnish their new home.
Instead, the couple blew a large hole in the pot they had set aside on flights to Dubai, where their first port of call was Ikea. They flew with hand luggage and empty suitcases, which they were planning to fill with an assortment of home accessories and furnishing material for the return journey.
"We do not have an Ikea in Sudan and it has everything we need - simple, strong, practical stuff and relatively cheap," Mr Abdulrahman says. "We have small home furnishings shops at home, but nothing on this scale.
"I have also flown to Saudi Arabia to stock up from the Ikea store there. I am happy to spend money on Gucci shoes or Armani suits but these homewares reflect our style."
Abdulrahman Saif, 28, and Ramy Emil, 30, both telecommunications firm managers, say mid-range stores such as Zara, Pull and Bear, Sun N Sand and Home Centre are among their favoured outlets, with an occasional splurge at Massimo Dutti. "The quality of those stores matches the price," says Mr Saif, who is from Egypt. "I choose where to shop from friends' recommendations and the internet."
Adele Jones, 28, and her friend Carrie Rowley, 30, both British-born housewives living in Dubai, were drawn to Pottery Barn in Mirdif to "see what all the fuss was about".
"I am not really a label person," Mrs Jones says. "I tend to go to Topshop, Zara and Debenhams, possibly because I recognise those names from home. Price, sizing and quality are the biggest factors influencing my shopping and you tend to stick with what you know. I can always find things that fit in those stores."
Xavier Tait, 17, a student, has seen a worrying trend in his parents, who fit the Dwell report persona - they have started shopping for clothes in the same places as him.
"My mother shops at Topshop and H&M and my father has the same pair of shorts as me. I try not to wear them at the same time," he says.
His shopping influences are indie music, films such as This Is England and Trainspotting and movie stars including the Twilight series's Robert Pattinson, while internet advertising and Facebook also carry weight - factors which are becoming less defined by age, he says.
David Macadam, the regional director of Jones Lang LaSalle, says tourists who come to the UAE are driven more by getting value for money than by status labels.
"People who have disposable income were previously happy about spending it on entertainment and novelty items like high-end watches. They may still have that income but because there are concerns about what the future may hold, they are becoming more conservative about what they spend on."
However, Richard Adams, the consumer markets consultant for the business analysis firm Datamonitor Middle East and North Africa, says there will always be a market here for luxury brands: "In the UAE, the situation is very different. Luxury brands remain an integral part of social identity and consumers continue to use luxury brands to make ostentatious displays of wealth."
The firm recently surveyed 1,000 shoppers and found more than 60 per cent preferred visible and instantly recognisable labels on goods, while more than half thought there was a direct correlation between price and quality, one of the highest figures in the world.
"UAE consumers are much more likely to accept the idea that an expensive product or brand will be of inherently superior quality, something the American New Affluents reject," he says.
"This is not to say they are looking for entirely different brand values [such as] quality, innovation, uniqueness and social reputation.
"But we should not lose sight of the fact the ostentatious consumption of high-end brands continues to be an integral part of a luxury lifestyle in the UAE and that expense, exclusivity and brand recognition continue to drive sales."
@Email:tyaqoob@thenational.ae
COMPANY%20PROFILE
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The specs
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)
SPECS
Engine: 4-litre V8 twin-turbo
Power: 630hp
Torque: 850Nm
Transmission: 8-speed Tiptronic automatic
Price: From Dh599,000
On sale: Now
Book%20Details
%3Cp%3E%3Cem%3EThree%20Centuries%20of%20Travel%20Writing%20by%20Muslim%20Women%3C%2Fem%3E%3Cbr%3E%3Cstrong%3EEditors%3A%20%3C%2Fstrong%3ESiobhan%20Lambert-Hurley%2C%20Daniel%20Majchrowicz%2C%20Sunil%20Sharma%3Cbr%3E%3Cstrong%3EPublisher%3A%20%3C%2Fstrong%3EIndiana%20University%20Press%3B%20532%20pages%3Cbr%3E%3C%2Fp%3E%0A
German intelligence warnings
- 2002: "Hezbollah supporters feared becoming a target of security services because of the effects of [9/11] ... discussions on Hezbollah policy moved from mosques into smaller circles in private homes." Supporters in Germany: 800
- 2013: "Financial and logistical support from Germany for Hezbollah in Lebanon supports the armed struggle against Israel ... Hezbollah supporters in Germany hold back from actions that would gain publicity." Supporters in Germany: 950
- 2023: "It must be reckoned with that Hezbollah will continue to plan terrorist actions outside the Middle East against Israel or Israeli interests." Supporters in Germany: 1,250
Source: Federal Office for the Protection of the Constitution
NO OTHER LAND
Director: Basel Adra, Yuval Abraham, Rachel Szor, Hamdan Ballal
Stars: Basel Adra, Yuval Abraham
Rating: 3.5/5
Specs
Engine: Dual-motor all-wheel-drive electric
Range: Up to 610km
Power: 905hp
Torque: 985Nm
Price: From Dh439,000
Available: Now
Nayanthara: Beyond The Fairy Tale
Starring: Nayanthara, Vignesh Shivan, Radhika Sarathkumar, Nagarjuna Akkineni
Director: Amith Krishnan
Rating: 3.5/5
Porsche Macan T: The Specs
Engine: 2.0-litre 4-cyl turbo
Power: 265hp from 5,000-6,500rpm
Torque: 400Nm from 1,800-4,500rpm
Transmission: 7-speed dual-clutch auto
Speed: 0-100kph in 6.2sec
Top speed: 232kph
Fuel consumption: 10.7L/100km
On sale: May or June
Price: From Dh259,900
Winners
Best Men's Player of the Year: Kylian Mbappe (PSG)
Maradona Award for Best Goal Scorer of the Year: Robert Lewandowski (Bayern Munich)
TikTok Fans’ Player of the Year: Robert Lewandowski
Top Goal Scorer of All Time: Cristiano Ronaldo (Manchester United)
Best Women's Player of the Year: Alexia Putellas (Barcelona)
Best Men's Club of the Year: Chelsea
Best Women's Club of the Year: Barcelona
Best Defender of the Year: Leonardo Bonucci (Juventus/Italy)
Best Goalkeeper of the Year: Gianluigi Donnarumma (PSG/Italy)
Best Coach of the Year: Roberto Mancini (Italy)
Best National Team of the Year: Italy
Best Agent of the Year: Federico Pastorello
Best Sporting Director of the Year: Txiki Begiristain (Manchester City)
Player Career Award: Ronaldinho
Specs
Engine: 51.5kW electric motor
Range: 400km
Power: 134bhp
Torque: 175Nm
Price: From Dh98,800
Available: Now
The rules on fostering in the UAE
A foster couple or family must:
- be Muslim, Emirati and be residing in the UAE
- not be younger than 25 years old
- not have been convicted of offences or crimes involving moral turpitude
- be free of infectious diseases or psychological and mental disorders
- have the ability to support its members and the foster child financially
- undertake to treat and raise the child in a proper manner and take care of his or her health and well-being
- A single, divorced or widowed Muslim Emirati female, residing in the UAE may apply to foster a child if she is at least 30 years old and able to support the child financially
The%20specs
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Business Insights
- Canada and Mexico are significant energy suppliers to the US, providing the majority of oil and natural gas imports
- The introduction of tariffs could hinder the US's clean energy initiatives by raising input costs for materials like nickel
- US domestic suppliers might benefit from higher prices, but overall oil consumption is expected to decrease due to elevated costs
The National's picks
4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young
THE SPECS
Engine: 1.5-litre
Transmission: 6-speed automatic
Power: 110 horsepower
Torque: 147Nm
Price: From Dh59,700
On sale: now
Profile Box
Company/date started: 2015
Founder/CEO: Mohammed Toraif
Based: Manama, Bahrain
Sector: Sales, Technology, Conservation
Size: (employees/revenue) 4/ 5,000 downloads
Stage: 1 ($100,000)
Investors: Two first-round investors including, 500 Startups, Fawaz Al Gosaibi Holding (Saudi Arabia)
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
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Teri%20Baaton%20Mein%20Aisa%20Uljha%20Jiya
%3Cp%3E%3Cstrong%3EDirectors%3A%3C%2Fstrong%3E%20Amit%20Joshi%20and%20Aradhana%20Sah%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ECast%3A%3C%2Fstrong%3E%20Shahid%20Kapoor%2C%20Kriti%20Sanon%2C%20Dharmendra%2C%20Dimple%20Kapadia%2C%20Rakesh%20Bedi%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%204%2F5%3C%2Fp%3E%0A
The specs
AT4 Ultimate, as tested
Engine: 6.2-litre V8
Power: 420hp
Torque: 623Nm
Transmission: 10-speed automatic
Price: From Dh330,800 (Elevation: Dh236,400; AT4: Dh286,800; Denali: Dh345,800)
On sale: Now
The%20specs
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Inside%20Out%202
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2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, (Leon banned).
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
SHADOWS%20AND%20LIGHT%3A%20THE%20EXTRAORDINARY%20LIFE%20OF%20JAMES%20MCBEY
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The%20specs
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Company%C2%A0profile
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WHAT IS A BLACK HOLE?
1. Black holes are objects whose gravity is so strong not even light can escape their pull
2. They can be created when massive stars collapse under their own weight
3. Large black holes can also be formed when smaller ones collide and merge
4. The biggest black holes lurk at the centre of many galaxies, including our own
5. Astronomers believe that when the universe was very young, black holes affected how galaxies formed
COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
The bio
Date of Birth: April 25, 1993
Place of Birth: Dubai, UAE
Marital Status: Single
School: Al Sufouh in Jumeirah, Dubai
University: Emirates Airline National Cadet Programme and Hamdan University
Job Title: Pilot, First Officer
Number of hours flying in a Boeing 777: 1,200
Number of flights: Approximately 300
Hobbies: Exercising
Nicest destination: Milan, New Zealand, Seattle for shopping
Least nice destination: Kabul, but someone has to do it. It’s not scary but at least you can tick the box that you’ve been
Favourite place to visit: Dubai, there’s no place like home
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
The specS: 2018 Toyota Camry
Price: base / as tested: Dh91,000 / Dh114,000
Engine: 3.5-litre V6
Gearbox: Eight-speed automatic
Power: 298hp @ 6,600rpm
Torque: 356Nm @ 4,700rpm
Fuel economy, combined: 7.0L / 100km
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%3Cp%3E%3Cstrong%3ECompany%20name%3A%20%3C%2Fstrong%3Eamana%3Cbr%3E%3Cstrong%3EStarted%3A%20%3C%2Fstrong%3E2010%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Karim%20Farra%20and%20Ziad%20Aboujeb%3Cbr%3E%3Cstrong%3EBased%3A%20%3C%2Fstrong%3EUAE%3Cbr%3E%3Cstrong%3ERegulator%3A%20%3C%2Fstrong%3EDFSA%3Cbr%3E%3Cstrong%3ESector%3A%20%3C%2Fstrong%3EFinancial%20services%3Cbr%3E%3Cstrong%3ECurrent%20number%20of%20staff%3A%20%3C%2Fstrong%3E85%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%20%3C%2Fstrong%3ESelf-funded%3Cbr%3E%3C%2Fp%3E%0A
Panipat
Director Ashutosh Gowariker
Produced Ashutosh Gowariker, Rohit Shelatkar, Reliance Entertainment
Cast Arjun Kapoor, Sanjay Dutt, Kriti Sanon, Mohnish Behl, Padmini Kolhapure, Zeenat Aman
Rating 3 /5 stars
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
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Tips for job-seekers
- Do not submit your application through the Easy Apply button on LinkedIn. Employers receive between 600 and 800 replies for each job advert on the platform. If you are the right fit for a job, connect to a relevant person in the company on LinkedIn and send them a direct message.
- Make sure you are an exact fit for the job advertised. If you are an HR manager with five years’ experience in retail and the job requires a similar candidate with five years’ experience in consumer, you should apply. But if you have no experience in HR, do not apply for the job.
David Mackenzie, founder of recruitment agency Mackenzie Jones Middle East
Which honey takes your fancy?
Al Ghaf Honey
The Al Ghaf tree is a local desert tree which bears the harsh summers with drought and high temperatures. From the rich flowers, bees that pollinate this tree can produce delicious red colour honey in June and July each year
Sidr Honey
The Sidr tree is an evergreen tree with long and strong forked branches. The blossom from this tree is called Yabyab, which provides rich food for bees to produce honey in October and November. This honey is the most expensive, but tastiest
Samar Honey
The Samar tree trunk, leaves and blossom contains Barm which is the secret of healing. You can enjoy the best types of honey from this tree every year in May and June. It is an historical witness to the life of the Emirati nation which represents the harsh desert and mountain environments
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Election pledges on migration
CDU: "Now is the time to control the German borders and enforce strict border rejections"
SPD: "Border closures and blanket rejections at internal borders contradict the spirit of a common area of freedom"
Brief scores:
Toss: South Africa, chose to field
Pakistan: 177 & 294
South Africa: 431 & 43-1
Man of the Match: Faf du Plessis (South Africa)
Series: South Africa lead three-match series 2-0
hall of shame
SUNDERLAND 2002-03
No one has ended a Premier League season quite like Sunderland. They lost each of their final 15 games, taking no points after January. They ended up with 19 in total, sacking managers Peter Reid and Howard Wilkinson and losing 3-1 to Charlton when they scored three own goals in eight minutes.
SUNDERLAND 2005-06
Until Derby came along, Sunderland’s total of 15 points was the Premier League’s record low. They made it until May and their final home game before winning at the Stadium of Light while they lost a joint record 29 of their 38 league games.
HUDDERSFIELD 2018-19
Joined Derby as the only team to be relegated in March. No striker scored until January, while only two players got more assists than goalkeeper Jonas Lossl. The mid-season appointment Jan Siewert was to end his time as Huddersfield manager with a 5.3 per cent win rate.
ASTON VILLA 2015-16
Perhaps the most inexplicably bad season, considering they signed Idrissa Gueye and Adama Traore and still only got 17 points. Villa won their first league game, but none of the next 19. They ended an abominable campaign by taking one point from the last 39 available.
FULHAM 2018-19
Terrible in different ways. Fulham’s total of 26 points is not among the lowest ever but they contrived to get relegated after spending over £100 million (Dh457m) in the transfer market. Much of it went on defenders but they only kept two clean sheets in their first 33 games.
LA LIGA: Sporting Gijon, 13 points in 1997-98.
BUNDESLIGA: Tasmania Berlin, 10 points in 1965-66
Killing of Qassem Suleimani