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 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.
Four years after our Lebanon debut, we open our doors in the UAE.
Our Tchibo products rapidly become our fastest-moving products across all our retail presence.
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.
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.
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.
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".
Brands
Brands For Less sparks innovation in off-retail. Our goal is to put customer delight and dynamic ideas at the heart of what we do, and ensure our audiences benefit from items to covet, desire and cherish – all at up to 80% off recommended retail prices. Every store visit is an experience, with the latest innovative products, items and gadgets waiting to be discovered.
Toys For Less extends our off-retail model to engage younger audiences. We source from 500 plus brands to ensure that there is the perfect toy at the right price for every child out there.
Homes For Less brings off-price value and BFL’s ethos of customer satisfaction to the home. Our home accessories and furniture retail brand delivers the same value, innovation, exciting products and stylish designs that BFL customers know and love. With premium brands and home fashion available at up to 60% off recommended retail price, and a new selection of items to browse daily, Homes For Less has rapidly become the preferred brand for the thrifty house-proud.
Tchibo offers scintillating affordable variety along with the brilliant element of surprise. Our in-store collections change weekly and are available only in limited quantities – creating the desire to visit again and again to discover new desirables.
What started as a family business, evolved into an international operation available in 9 countries with more than 100 stores. With a passion for decoration, muy mucho made home decoration fun and accessible in harmony with its design and quality vs price DNA. The brand focuses on triggering a cozy, warm and welcoming vibe through its products, inspired by the personnel’s travels around the world, creating an intimate, peaceful and friendly atmosphere with the predominance of wood, textiles, and soft colors to replicate balance.
Brings shoppers closer to indulgence with an impressive line-up of fashion items offered at incredible prices following the off-price retail model. The brand brings the Brands For Less Group proposition to the luxury world, keeping true to the Group’s core values of quality, variety and affordability. With Luxury For Less, customers can expect to shop high-end Brands from the biggest fashion houses in the world like Armani, Prada, Gucci, Valentino, Dolce & Gabbana and others, all made budget accessible.