Chief Executive Officer · Brands For Less Group
Based in Dubai, operating across the GCC and beyond. Off-price retail, building teams, and finding the signal in the noise.
I have spent the last eight years at BFL Group — working through Business Development, COO, Deputy CEO, and now CEO. That progression was never linear, but it gave me a view of the business from almost every angle, which I think is the most valuable thing I have.
Before BFL, I spent nearly a decade in sales and marketing across Lebanon and the UAE. That ground-level experience — understanding what actually moves people, what drives a sale, what builds a relationship — is something I still draw on every day.
Beyond retail, I am part of an investment office focused on the region, involved in F&B, and a member of YPO MENA. I hold a DBA and MBA from Imperial College London — not for the credentials, but because I wanted to stress-test how I think.
Brands For Less is the GCC's leading off-price retail chain — a model built on buying well, pricing honestly, and giving customers access to quality brands at real value. We operate across all GCC countries and Malaysia, with our strongest footprint in the UAE and KSA.
Our model is similar in philosophy to TJX — opportunistic buying, lean operations, and a genuine obsession with the customer. TJX joined us as a 35% strategic partner, which was a meaningful validation of what we have been building.
Visit brandsforless.com →Buying surplus and excess inventory from the world's best brands and passing the value directly to our customers.
Present across the entire GCC and Malaysia, with operations calibrated to each market's distinct consumer profile.
A 35% strategic stake from TJX — the world's largest off-price retailer — bringing shared knowledge, scale, and conviction in the model.
A business run by teams that care — about the product, the customer, and each other. That is what holds it together across borders.
Whether you are building something in the region, thinking about retail, or just want to connect — feel free to reach out. No agenda required.
Dubai, United Arab Emirates