Our Story
Al Safa Brands was founded to create a unique bridge between ambitious global brands and one of the world's most dynamic retail landscapes; the GCC.
The journey began with the vision of Dr. Othman Al Swayeh, whose foresight and entrepreneurial drive reshaped the Saudi retail sector. From his early efforts grew homegrown success stories such as The Beauty Secrets and Natural Touch. Both brands not only achieved market leadership but also set the benchmark for customer-centric retail in Saudi Arabia.
Building on this legacy, Al Safa Brands was launched in 2024 as the newest venture of Al Safa United. While the name is new, the foundation is decades old. We inherit the credibility, systems, and financial strength of Al Safa United, a diversified group with operations across 350+ stores, 15+ brands, and 7 countries. This blend of fresh energy and proven experience allows us to offer something rare: a boutique retail operator with the ability to scale rapidly and sustainably.
Who We Are
Al Safa Brands is a boutique retail company, created to fill a gap in the GCC retail market. Large operators are often so vast that new brands risk being overlooked, while smaller partners may lack the influence or expertise to deliver sustainable results. Al Safa Brands offers the perfect balance: deep retail expertise, personalized attention, and the ability to scale quickly across the region.
Our Reach
As part of Al Safa United, Al Safa Brands benefits from a regional footprint that includes:
Why Partner With Us
Retail Expertise
Decades of experience in launching, managing, and scaling global and regional brands in the GCC.
Boutique Agility
Flexible, tailor-made solutions that adapt to your brand DNA rather than forcing a standard model.
Scalable Strength
Backed by the resources, infrastructure, and credibility of Al Safa United, a diversified Saudi group with more than 350 stores across 7 countries.
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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.
CSR & Sustainability
At Al Safa Brands, we believe that building strong retail partnerships goes hand in hand with building stronger communities. Inspired by the legacy of Al Safa United, we are committed to contributing positively to society while driving sustainable growth for our partners.
Through the group, we have proudly partnered with organizations such as the Zahra Association, raising awareness and supporting breast cancer initiatives, and the Children with Disability Association, providing essential resources and care to children and their families.
Looking Ahead
Our commitment is not only to introduce brands to the GCC but to ensure they endure and expand. We measure our success by the number of doors we open, the strength of the brands we grow and the customer loyalty they inspire.
At Al Safa Brands, we are not just creating retail partnerships; we are shaping the future of shopping in the GCC.
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.
