The Dubai-based online classifieds operator Emerging Marketplaces Group (EMPG) has rebranded to 'Dubizzle Group'.
In a brief press release, the company put the rebrand decision down to "an acknowledgement of the popularity of the dubizzle brand across
its markets". The release also noted that the company's structure and individual brands will remain unchanged.
Dubizzle is the name of the dominant generalist classifieds platform in the UAE that was founded in 2005 by J.C. Butler and Sim Whatley. The company was bought out by OLX in 2015 with OLX then subsequently merged with EMPG in 2020 in a deal that saw OLX become EMPG's largest shareholder.
Today Dubizzle Group employs some 5,500 people across 10 countries and receives over 167 million visits per month.
The move to rebrand comes as Dubizzle Group has been looking to offload some of its unprofitable assets ahead of a mooted IPO. The company sold off the struggling Mexican portal Lamudi as well as the Thai marketplace Kaidee earlier this year.
The fiscal connotations of the word "emerging" are unlikely to wow potential Emirati investors whereas tying the enterprise to the popular Dubizzle brand might well pay off.