noon, one of the fastest growing digital marketplaces in the Middle East, has announced the launch of its own private label, dubbed east. The move, according to the company, is aimed at providing the region’s consumers with “more choice, convenience, and incredible value.”

As of press time, east is offering nearly 90 live products, all priced aggressively in an attempt to draw maximum consumers from the burgeoning e-commerce sector in the region. The products available on the platform range from mobile phone chargers and USB cables to granite cooking sets and cotton towels to bathrobes and casual clothing for men, and anything in between.

In an announcement revealing the new label, noon said east will focus primarily on simple, classic designs with durable quality that offers practicality to the average Arab shopper. The e-commerce firm also stated that it collaborated with a number of trusted suppliers and manufacturers to make sure east by noon offers only products made using the best combination of technology and materials.

The company plans on expanding the label’s product portfolio by regularly adding popular and in-demand items. east by noon is already live in the UAE with a Saudi launch expected soon.