Company Overview
The Brands for Less (BFL) Group is one of the region’s leading off-price retailers of fashion and homeware.
Based in the United Arab Emirates, they serve over seven markets across the Middle East and Southeast Asia. Their journey began with their unique off-price business model – ‘Brands for Less’ – in Lebanon in 1996. Four years later, in 2000, the Group established a new home in the UAE.
Their goal is to delight customers and keep them coming back with the promise of exceptional items at up to 80% off the original retail price for designer brands. The “Treasure Hunt” model ensures there is always something new to explore, desire, and discover. The Group acquired exclusive rights to the ‘Tchibo’ franchise in the MENA region, selling the German brand’s homeware and apparel at highly competitive prices paired with premium customer service.
The Group continues to expand their product range in line with their customer-centric approach, ensuring store visitors enjoy a rich, all-in-one experience. BFL Group’s latest initiative has been to make Brands for Less more accessible to customers worldwide by expanding their e-commerce reach
Company History
Our long history as innovators and pioneers in the off-retail industry has led to a long line of milestones that we are very proud of.
1996
Brands For Less Is Introduced To The Lebanese Market
Our first store in Lebanon is introduced under the vision of our leaders, Mr Toufic Kreidieh and Mr Yasser Beydoun. Our aim is to revolutionise retail and inspire customers.
2000
BFL Group Opens First Brands For Less Store In The UAE
Four years after our Lebanon debut, we open our doors in the UAE.
2004
Tchibo’s Launch In The UAE
Our Tchibo products rapidly become our fastest-moving products across all our retail presence.
2013
First E-Commerce Company To Launch In JAFZA
In 2013, BFL Group launches an e-commerce presence in JAFZA, and establishes another key milestone, this time in one of the world’s largest free zones.
2014
Toys For Less Begins Delighting Younger Customers
Our story of innovation continues with Toys For Less – the first off-price toy store in the region that extends our business model to delight younger audiences.
2018
Our First MUMUSO Stores Launch In Lebanon
BFL Group launches MUMUSO in two of Lebanon’s high-traffic areas. The brand becomes an instant hit, with overwhelming response from almost half of all Lebanon’s population.
2018
BFL Group Delights Malta With Tchibo’s First Store
Massive crowds excitedly welcome renowned German lifestyle brand Tchibo to Malta. Adults and children alike flock to the Sliema store as Tchibo opens its doors and welcomes the people of Malta to “a new world every week".
Our Promise
We’re more than just a shoe store — we’re a community built around trust, quality, and style. Whether you’re hitting the gym, the office, or the weekend streets, we’ve got the perfect pair for every step of your journey.
Our Vision
To become the UAE’s most trusted destination for authentic branded footwear — where style, quality, and affordability walk hand in hand.
