#108– Approaching the off-price business in the Middle East – Toufic Kreidieh, BFL Group

<p>Ahead of Alex’s presence at Seamless Middle East, this episode sees him catch up with The Toufic Kreidieh, founding partner and CEO of Brands for Less Group. BFL Group is a company that dominates the off-price business in the Middle East and will be present at Seamless in May. </p><p>BFL Group is the parent company of several retail chains, headquartered in Dubai, but present across the GCC with 100+ stores. It sells branded goods at discount prices and Toufic explains to Alex how challenging it was to introduce the off-price business concept to a region where consumers were not familiar with the idea, describes how his company balances online and offline commerce and reveals the importance of creating the right working environment. </p>