Executive Chairman & Co-Founder · Brands For Less Group
Based in Dubai, building from Lebanon since 1996. Entrepreneur, retail pioneer, and believer in what a determined team can achieve.
"When you have enough dreams to run after, you will always have enough time to fulfil them."
I co-founded Brands For Less in Lebanon in 1996 with my best friend and business partner Yasser Beydoun — a small idea built on the belief that people deserved access to great brands at honest prices. In 2000, we moved the headquarters to Dubai and started building something bigger.
Before BFL, I led the Ajman Free Zone Authority as Managing Director, helping attract international companies and strengthen the zone's position in trade and industry. I also served as General Manager of Gulf Oil in Lebanon, driving operational efficiency and exceeding growth targets. Those years taught me how institutions are built — and what it takes to sustain them.
Today, as Executive Chairman of BFL Group, my focus is on governance, long-term strategy, and making sure the business keeps growing in a way that reflects the values we started with. I am passionate about entrepreneurship and regularly share insights for those building their own paths in this region and beyond.
Brands For Less started as a single store in Lebanon with one conviction: great brands should be accessible to everyone. Today, BFL Group is the GCC's leading off-price retail chain, operating across seven markets with over 100 stores and a growing e-commerce presence.
In 2024, TJX — the world's largest off-price retailer — acquired a 35% strategic stake in BFL Group, valuing the business at $1.2 billion. A milestone, and a validation of what the team has been building for nearly three decades.
Visit brandsforless.com →Started in Lebanon, moved to Dubai in 2000 — built from scratch, no outside funding, and a lot of conviction.
Top global brands at up to 80% off, every day. A treasure hunt experience that keeps customers coming back.
A 35% stake from TJX at a $1.2B valuation — shared expertise and a long-term vision for what BFL can become.
3,500+ people across seven markets. The business is only as good as the team — that has always been the belief.
Whether you are an entrepreneur starting out, someone curious about retail in the region, or simply want to exchange ideas — reach out on any of the platforms below.
Dubai, United Arab Emirates