Sheetal Sehgal

BFL Group

BFL (Brands for Less) Group, the leading off-price retailer of fashion and homeware, is based in United Arab Emirates and spread over more than 6 countries in the Middle East and one in Europe. BFL Group introduced its unique off-price business model, Brands for Less, to Lebanon in 1996 and to the UAE in 2000. Brands for Less, offering women's and men's fashion from high quality designer brands, all at up to 80% less than the recommended retail price was becoming a trend and was the main factor behind our company's success and expansion. In addition to that, the group exclusively acquired the Tchibo franchise for the MENA region, selling the German brand's homeware and basic apparel at very competitive prices. This has led to enormously expanding within the MENA markets and building our operational hub in the UAE to distribute to the countries we are operating within today. Our continuous thrive to success along with our customers'​ trust has made us expand our concepts into creating Toys for Less which is mainly an off-price retail concept for buying Toys, kids apparel & costumes at "outlet prices"​. In addition to these three brands, we are continuously working on expanding our product range to fit BFL Group's "value culture"​. We have recently acquired the Franchise rights of the Korean brand MUMUSO and are operating it in Lebanon and Malta. We will also add more value brands and concepts to our group in the near future that complements our value business to what provides our customers a rich experience in an "all-in-one"​ value group. We have big plans to expand and open more stores in the next few years and that's alongside expanding the reach and success of our Brandsforless e-commerce website. To add it up, being pioneers in the value sector in the Middle East region is something that was collectively built by our top to bottom hierarchical structure of our workplace along with the strategical decisions and day-to-day operational strive to perfection.