Wikipedia

BFL Group

BFL Group, founded in 1996 by Toufic Kreidieh and Yasser Beydoun.[1] It is based in the United Arab Emirates[2] has more than 120 stores across seven markets in the GCC and Southeast Asia.[3]

BFL Group
TypePrivate
IndustryRetail
Founded1996; 30 years ago (1996) in Lebanon
Founder
Headquarters
Dubai
,
United Arab Emirates
Number of locations
120+
Websitebflgroup.ae

History

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The BFL Group was co-founded by Toufic Kreidieh and Yasser Beydoun in 1996.[4][5] The headquarters were established in Dubai in 2000,[6] and its first store was launched in 2006.[7]

In May 2021, BFL Group reported an increase in online sales during the first four months of 2021 compared to the same period in 2020.[8]

During 2022, the company expanded its presence in the GCC, opening new stores in Saudi Arabia, Kuwait, Oman, and Qatar.[9]  In December 2022, BFL Group inaugurated its first Flagship store in the BFL shopping centre in Motor City, Dubai.[10] 

In September 2023, the company invested $16 million to open its first Saudi logistics centre at Sudair City.

In August 2024, BFL Group sold a 35% stake to The TJX Companies, Inc. for $360 million, valuing it at $1.2 billion and aiming for further expansion into the GCC region.[11][12][13]

Innovation and digital transformation

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In February 2021, BFL Group partnered with Emirates Electrical Engineering to install a 958 kW rooftop solar power system—comprising approximately 2,040 panels across two warehouses in the UAE—that generates an estimated 1.6 million kWh annually and reduces carbon emissions by about 700 metric tonnes.[14][15]

In February 2022, IQ Robotics and BFL Group announced the deployment of 156 robots at BFL’s JAFZA facility under a multi-million-dollar agreement. The deployment was intended to automate warehouse operations and support the company’s e-commerce and retail logistics activities.

In September 2023, IQ Robotics and BFL Group began a joint project to support BFL Group’s operations in Saudi Arabia. The initiative includes the deployment of 130 robots to assist with order processing and plans for a Centre of Excellence in Riyadh.

On March 8, 2025, Brands For Less (BFL) Group announced a strategic partnership with Google Cloud.

Operations and retail footprint

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The group’s headquarters are located in Techno Park, Dubai, UAE. Group[16] has expanded its business with more than 120 stores spread over seven markets across the GCC and Southeast Asia.[3][17][18]

BFL Group's stores are variety stores that carry many different types of products, including authentic clothing, toys, home and beauty products.[19][20]

BFL Group continues to invest in e-commerce and digital initiatives, including partnerships to expand digital gifting options and flexible payment solutions in the region.

See also

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References

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  1. ↑ "Reaping the Rewards of Retail: Q&A with Entrepreneur and Alumnus Toufic Kreidieh | LAU News". news.lau.edu.lb. 3 November 2021. Retrieved 2021-12-20.
  2. ↑ "BFL Group - - Mina Jebel Ali Technology Park - Dubai". citysearch.ae. Retrieved 2021-12-20.
  3. 1 2 "BFL Group: On the Path to Unprecedented Global Success". Mondadori. Archived from the original on 2021-12-20. Retrieved 2021-12-20.
  4. ↑ "How did Brands For Less open 11 new stores during the pandemic? -". imagesretailme.com. 25 March 2021. Retrieved 2021-12-20.
  5. ↑ "CEO TALK with CNBC Arabia". YouTube. Retrieved 2021-12-20.
  6. ↑ "Dubai Expats Stories. 'No shortcut to success' – Toufic Kreidieh, Brands for Less CEO and co-founder says". Dubai Vibes Magazine. Retrieved 2021-12-20.
  7. ↑ "Money & Me: 'Everybody loves to hunt for a bargain'". thenationalnews.com. 3 June 2021. Retrieved 2021-12-20.
  8. ↑ Bureau, RetailME (2021-05-30). "BFL Group records 56 per cent growth in e-commerce sales". Future of retail business in Middle East. Retrieved 2025-08-06. {{cite web}}: |last= has generic name (help)
  9. ↑ "IQ Robotics, BFL Group launch multi-million dollar robotics transformation project in Saudi Arabia - Logistics Middle East". 2023-09-20. Retrieved 2025-08-06.
  10. ↑ Release, Press. "BFL Group launches first ever 'BFL Shopping Centre' in the UAE". www.zawya.com. Retrieved 2025-08-06.
  11. ↑ Haddad, Natalie (2024-08-23). "Lebanese-Owned 'Brands For Less' Just Sold 35% Stake For $360 Million". Retrieved 2025-08-06.
  12. ↑ Singsit, Jangoulun (2024-08-22). "TJX to acquire 35% stake in UAE's Brands for Less for $360m". Retail Insight Network. Retrieved 2025-08-06.
  13. ↑ Investments, W. "W Investments Group, in partnership with Desjardins Capital, acquires Group BFL and its subsidiaries, Bousquet Technologies and Nagas Innovation". www.newswire.ca. Retrieved 2025-08-06.
  14. ↑ "UAE's Brands For Less (BFL) Group to develop 958KW solar power project". 2021-02-21. Retrieved 2025-08-06.
  15. ↑ Release, Press. "BFL Group unveils Luxury For Less concept store in Dubai". www.zawya.com. Retrieved 2025-08-06.
  16. ↑ "Brands For Less Store In The Newly Opened Circle Mall". dubaichronicle.com. Retrieved 2021-12-20.
  17. ↑ "Brands For Less expands consumer reach with Singapore store". retailasia.com. Retrieved 2025-08-06.
  18. ↑ Writer, Staff; TradeArabia. "BFL Group reaches new milestone with more than 120 stores". www.zawya.com. Retrieved 2025-08-06.
  19. ↑ "BFL Group unveils Luxury For Less concept store in Dubai". menews247.com. Archived from the original on 2023-04-22. Retrieved 2021-12-20.
  20. ↑ Serrano, Sofia (2022-04-08). "Understanding consumption patterns and what it means for retailers, by BFL Group's Ayman Beydoun". Campaign Middle East. Retrieved 2025-08-06.
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