Our story

About the brand

Our journey started in 1994, a family owned business located in the wholesale hub of Dubai – UAE. Consumer Electronics, Sundries, Toys and Fast-moving consumer goods were some of our horizontal trading lines in the early years. The city of Dubai has been known for its growing and vibrant business culture. It has also allowed us to grow along with the platform of our trade. With the ever-growing changes of the market and the strong support system of our trading partners, we have gained momentum over the years which helped us penetrate vertically in the line of Skin Care, Body Care, Hair Care, Health and Beauty.

We believe that people are the core strength of any business and hence our focus has always been in developing relations with our partners by providing them with the best of prices and timely services gaining an exponential growth in every region.


To continue to add value to our customers business by offering quality services and becoming their strategic and preferred trading partner.


To become a Leading Trading partner delivering with Trust & Commitment.



We deliver high quality in the work we do and the products we service.


We uphold the ethical standards of our industry and act in transparency to provide the best trading ethics across the region.


We believe in long-term relationship and are committed to our customers present and future success.