Our Story: Rooted in
Legacy, Built for Today
The journey of Al Safa Brands begins with the vision of Dr. Othman Al Swayeh, who pioneered homegrown retail success stories such as The Beauty Secrets and Natural Touch; brands that have dominated the Saudi personal care market for more than three decades.
Building on this legacy, Al Safa Brands was founded in 2024 as the latest venture of Al Safa United. We are a new name in the retail space, but we are not new to retail. We are backed by decades of proven retail expertise. With the retail backbone of Al Safa United and leadership steeped in GCC market knowledge, we bring a unique mix of credibility, agility, and ambition to every partnership.
Our Footprint
Who We Are
Al Safa Brands is a boutique retail operator focused on helping brands enter, scale, and succeed in the GCC. From market entry and retail operations to omnichannel growth, we provide end-to-end, tailored solutions so brands can expand with confidence. Our strength lays in a strong team built on deep regional expertise and a shared vision of partnership, perseverance and excellence.
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Fashion
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Beauty
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Lifestyle
From homegrown leaders to international names, we work with brands that define quality and relevance in the GCC.
What We Do
We offer flexible, full-spectrum retail solutions that adapt to your brand’s needs
Market Entry & Setup
Market studies, legal setup, store rollout planning
Store Development
Site selection, design guidelines, fit-out management
Operations Excellence
SOPs, staff training, store management, VM
Merchandising & Supply
Assortment planning, pricing,
replenishment
Omnichannel & E-commerce
Marketplace onboarding, loyalty integration
Marketing for Growth
Launch campaigns, influencer
strategy, PR & events
Data & Reporting
Weekly sell-through, stock turn,
and ROI tracking
Why Leading Brands
Choose Us
Retail Expertise
Decades of GCC retail know-how, delivering strategies that work in the region's unique market.
Boutique Agility
Tailored solutions built around your brand: fast, flexible, and always on-brand.
Scalable Strength
Backed by Al Safa United, with the resources to expand rapidly and sustainably.
Partnership Models
Our strength lies in our deep real estate and marketing partnerships across the
GCC. Being both from and established in the region gives us an insider's
understanding of the key levers that drive success here.
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1
Franchise Partnership
We launch and operate your brand in the GCC
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2
Brand Advisory & Setup
Market entry and setup guidance with you at the helm
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3
Retail Management
You own; we manage day-to-day operations to agreed KPIs
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4
Shared or Independent Services
Access our shared services or keep them independent
Why The GCC
The GCC is one of the world's most dynamic retail markets, driven by a young, brand-savvy consumer base and a thriving shopping culture.
According to Fast Company Middle East, retail spending in the region is projected to grow by 37% between 2022 and 2028, reaching around USD 300 billion.
With roughly 40% of the population under the age of 25 (Vogue Business), the market is shaped by a generation with high disposable income and a strong appetite for global brands.
Success here demands localization, speed, and operational excellence; our core strengths.
As a subsidiary of Al Safa United, a diversified Saudi group we combine entrepreneurial agility with the credibility and resources of an established industry leader.
Ready to Grow Your Brand in the GCC?
The GCC is one of the world’s most exciting retail markets and success here starts with the right partner. Whether you’re launching your first store or scaling across the region,we bring the market insight, operational excellence, and flexibility to make it happen.
Let’s explore how we can tailor a partnership model that fits your brand perfectly. Fill in the form, and our team will get in touch to discuss your goals.
